Miu Miu has debuted its first fragrance Miutine in partnership with L’Oréal and fronted by English actor Emma Corrin.
Miutine is a feminine eau de parfum “capturing the ultimate essence of the Miu Miu woman, irreverent, youthful in spirit and unconventional,” the luxury Italian fashion house said in a statement.
The name Miutine is said to be a twist on the French word ‘mutine’, meaning rebel or mutiny.
Master Perfumer Dominique Ropion, who worked on the fragrance, said: "The composition invites self-affirmation and confidence, creating a perfume for oneself away from any gaze.
“This colourful and modern composition captures the essence of the Miu Miu girl.”
Miutine is a blend of citrus, a floral heart, and an earthy base of oakmoss and patchouli.
The chypre structure is “subverted” by wild strawberry and brown sugar accords, “possessing a chypre signature, gourmand, intimate and enveloping,” read a statement from the brand.
The glass bottle design of Miutine is a nod to Miu Miu’s famous woven leather, known as Matelasséwn.
Corrin, a fashion ambassador for Miu Miu since 2020, has appeared in the hit Netflix series The Crown portraying Princess Diana, for which they won a Golden Globe.
They have also starred in films such as Nosferatu, My Policeman and Lady Chatterly’s Lover.
Commenting on their appointment as the face of the fragrance, Corrin said: "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.”
They star in a campaign for the scent directed by Sundance Jury Prize-winning filmmaker Hailey Benton Gates.
Miu Miu, which is owned by Prada Group, agreed to a licensing partnership with L’Oréal last year to produce the brand's beauty and fragrance line.
Previously Miu Miu scents were made under a licensing agreement with Coty signed in 2013.
The launch of Miutine comes in anticipation of a beauty line for the brand.
Miu Miu CEO Benedetta Petruzzo said the partnership with L’Oréal marked a “new chapter” for the brand at the time, with an aim to untap its “full potential in the category”.
Miu Miu was founded by Miuccia Prada in 1993 as a more contemporary sister brand to the main Prada line.
The family-owned fashion business entered skin care and make-up with the launch of Prada Beauty last year.
Prada is not the only luxury fashion brand entering the beauty business to help boost flagging sales.
Louis Vuitton has also unveiled its first make-up line with renowned make-up artist Pat McGrath at the helm.