Miu Miu will officially launch Miutine, its first fragrance under a licensing agreement with L’Oréal, on August 20. The fragrance will debut globally with English actor and brand ambassador Emma Corrin as its muse.
The name Miutine derives from the French word mutine (“rebel”). Created by master perfumer Dominique Ropion, the composition blends bright citrus notes, a floral heart, and an earthy base of oakmoss and patchouli. Accents of wild strawberry and brown sugar subvert the traditional chypre structure, producing a gourmand and intimate scent.
The bottle design pays tribute to Miu Miu’s iconic matelassé leather, rendered in a toffee-toned glass flacon with a black-and-white label at the collar. Prices will range from $36 for 10ml to $172 for 100ml, with industry sources estimating first-year retail sales could reach €150 million.
Emma Corrin Embodies the Spirit of Miutine
Golden Globe–winning actor Emma Corrin, who serves as Miu Miu’s ambassador, rose to international fame for their portrayal of Princess Diana in Netflix’s The Crown. They have since appeared in films such as My Policeman and Lady Chatterley’s Lover, and are set to star in Robert Eggers’ highly anticipated Nosferatu. In 2023, Corrin also led the FX/Hulu drama A Murder at the End of the World.
As an openly non-binary actor, Corrin has been praised for challenging gender norms through their personal expression and fashion choices. Speaking about the new fragrance, Corrin commented: “The scent represents all the aspects that I treasure and respect the most in myself and others; rebellion, expression, originality. It is one for the free spirits.”
The campaign What – or who – is Miutine?, directed by Sundance Jury Prize–winning filmmaker Hailey Benton Gates, will debut on August 20.
Since 2013, Miu Miu had been producing its fragrances under a licensing agreement with Coty. In 2024, however, Prada Group entered into a long-term partnership with L’Oréal, marking a strategic shift toward the full-scale development of its fragrance and beauty portfolio. That same year, Prada Beauty expanded into skincare and makeup, underscoring the group’s broader commitment to strengthening its position within the global beauty industry.
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