Fronted by Emma Corrin and created by Dominique Ropion, Miutine is Miu Miu’s first fragrance launch under its L’Oréal license, with a global release on Thursday.
Miu Miu is out to coin a new word with Miutine, its new feminine fragrance fronted by English actor Emma Corrin. The eau de perfume, meant to channel the brand’s irreverent, unconventional spirit, comes out globally on Thursday and marks the first fragrance launch for Miu Miu under its L’Oréal license.
The brief began with the wearer. The starting point was the consumer, especially Gen Zers who are partial to a deep form of insouciance with a liberating irreverence, market insights show.
An award-winning actor who has starred in Netflix’s “The Crown” and “A Murder at the End of the World” for FX on Hulu, Corrin became a Miu Miu fashion ambassador in 2020. “I’ve worked with Miu Miu for so long, which is really lovely,” she said. “We have such a personal connection. It was an honor when they asked me,” said Corrin, referring to the Miutine ambassadorship.
“Miu Miu is all about fun, breaking the rules and redefining them exactly how you want to define them — and expressing yourself exactly how you want to express yourself,” Corrin continued. “They do things very authentically. I love that.”
Master perfumer Dominique Ropion created Miutine, a play on the word “mutine” (rebellion), as a subversion of the incredibly popular gourmand fragrance category. “I started from a classic and I twisted it with a surprising resonance, a harmony of mischievous freshness and opulent sensuality,” he says.
The opening is a note of Mara des Bois, a wild strawberry grown in France, with olfactive twists and turns that include bourbon vanilla extract and patchouli, as well as a tiny hint of jasmine. The result follows the house’s irreverent spirit. Miutine lands with that brief in mind, fronted by an ambassador who has worked with the brand since 2020.
