Miutine
Miutine is an Eau de Parfum by Miu Miu composed by Dominique Ropion and launched in 2025, the house's first fragrance since its beauty license moved to L'Oréal. The juice takes up the architecture of the chypre — citrus, floral heart, oakmoss and patchouli — and diverts it with a Mara des Bois wild strawberry and a brown sugar accord.
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Miutine is the fragrance presented by Miu Miu at the end of summer 2025, with a campaign fronted by Emma Corrin and directed by Hailey Benton Gates. The house describes it as a fragrance worn for oneself, away from the gaze of others, and entrusted it to Dominique Ropion.
A name as a wink
The name plays on the French word mutine, which speaks of gentle rebellion rather than outright revolt. This is the register the house claims for its heroine: an insouciance that knows the rules and takes pleasure in bending them, without making it a statement.
A chypre turned on its head
On paper, the structure is that of a chypre, the family to which the house assigns the fragrance: citrus, floral heart, a base of oakmoss and patchouli. Ropion says he started from this classic in order to twist it, and it is the pairing of strawberry and brown sugar that takes on that task.
A bottle in keeping with the house
The bottle keeps the quilted glass that evokes the leather of Miu Miu bags, already present on the brand's previous fragrances. Here it turns brown, with a black and white label worn like a collar and a black cap shaped like a sequin.
A flanker under its own name
Miutine has since received a flanker, Miutine Intense, sold under its own name and its own references, alongside the original Eau de Parfum. The two bottles coexist in the house's catalog, and what is described here concerns the Eau de Parfum launched in 2025.
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The advertising
Emma Corrin, by Hailey Benton Gates
Emma Corrin, a familiar face of Miu Miu, fronts the Miutine campaign, a film directed by Hailey Benton Gates and unveiled on August 20, 2025.
Miu Miu entrusted the Miutine campaign to Emma Corrin, a familiar face of the house, whose portrayal of Princess Diana in The Crown won a Golden Globe. The film, unveiled on August 20, 2025, was directed by Hailey Benton Gates, a Sundance Jury Prize winner and a longtime friend of the house.
The film is set in a library, where Emma Corrin discovers the word Miutine, which leaps off the page and comes to life. The house presents the campaign as a definition of the Miutine spirit in motion.
Hailey Benton Gates says she wanted to capture the irreverent spirit of Miu Miu, and cites among her references Buster Keaton, Jim Carrey, the Japanese animator Satoshi Kon, the Czech director Věra Chytilová and a video of Miuccia Prada christening an Italian racing boat.
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- Portrait of a LadyFrédéric Malle
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