Miutine by Miu Miu: Sweet Rebellion with Emma Corrin

Miu Miu has never been a brand that plays it safe. Balancing delicacy with irony, playfulness with sophistication, the Italian maison thrives on provocation. Now, under L’Oréal’s beauty wing, the house unveils Miutine, a new fragrance — a gourmand chypre with a rebellious twist, inviting us to embrace authenticity with a smile. And to embody this spirit, the campaign stars none other than Emma Corrin, a long-time muse of the brand.

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The fragrance that breaks the rules

Crafted by master perfumer Dominique Ropion, Miutine is the olfactory definition of charm in rebellion. The scent blends the indulgence of gourmand with the structure of a classic chypre, creating a sophisticated tension between sparkling citrus notes, a floral heart, and an earthy base enriched with brown sugar and wild strawberry.

The highlight is the rare French variety Mara des Bois, which brings a jam-like, sweet yet textured sensation. The bottle, meanwhile, echoes the maison’s heritage — a caramel matelassé finish crowned by a bold black-and-white collar detail, recalling an elegant piece of jewelry.

Emma Corrin: The face of Miutine

A Miu Miu muse since 2020, Emma Corrin now takes center stage in the campaign directed by Hailey Benton Gates. In a surreal library setting, Corrin defies gravity, leafing through dictionaries in search of the word “Miutine” and tossing perfume bottles into the air as if they were floating pearls.

“Miutine is about freedom. It’s sweet and fun, but also strong and sophisticated. When I wear it, I think of an intense summer’s day, the kind that stays with you,” Corrin shared in an interview.

For the actress, the fragrance goes beyond a mere accessory.

“I feel like Miutine carries the humor and independence I admire. It has this gorgeous mix of strawberry, gardenia, and vanilla that makes me smile while giving me a sense of confidence.”

A fragrance with a literary spirit

Currently preparing to play Elizabeth Bennet in a new adaptation of Pride and Prejudice, Corrin also links the character to Miutine’s essence:

“Elizabeth has always been a rebellious and witty heroine, and I believe she would wear this perfume. It has that balance of charm, freshness, and audacity.”

For a generation that loves irreverence

More than a beauty launch, Miutine is a style statement. It arrives perfectly in sync with Gen Z, a generation that craves authenticity and playfulness even in fragrance. The trend is undeniable: gourmand perfumes are skyrocketing across social media, and Miu Miu taps into that with a creation that’s not just sweet, but ironic, whimsical, and deeply sophisticated.

“What I love most about Miutine is that it doesn’t try to please everyone — it’s confident, bold, and full of humor. Exactly how I want to feel,” Corrin concludes.