Miu Miu Beauty brought together a carefully curated selection of cultural figures at the Gran Meliá Fénix Hotel in Madrid to launch the Miutine Club, an event designed to explore the house’s new olfactory universe from an intimate perspective. Among the guests were Begoña Vargas, Violeta Hodar, Eva B, and designers such as Clara Aparicio, Carlota Weber, Irina Isasia, Rocío Osorno, María Fernández-Rubíes, Gemma Pinto, and Abril Ru, all welcomed by Anna Castillo, recently appointed Miu Miu Beauty ambassador in Spain.
Throughout the evening, DJ Nahoomie’s set modulated the atmosphere with a precise cadence, while the key notes of the new fragrance—wild strawberry, brown sugar, and gardenia—were introduced. A sensory preview of Miutine, the new launch from Miu Miu, conceived as a contemporary interpretation of the house’s spirit: irreverent, undisciplined, aware of the rules but determined to reinterpret them.
The term “Miutine” functions as an adjective describing those who act from an unyielding spirit, cultivating an elegance that arises from spontaneity and a carefully preserved inner freedom. It is not about provocation, but rather a personal way of inhabiting the world: quiet in its rebellion, precise in its gesture, true to its contradictions.
The fragrance, created by master perfumer Dominique Ropion, takes the classic structure of the chypre family and pushes it toward a new generation of gourmand territory. The opening revolves around a wild strawberry accord from Mara des Bois, an exceptional French variety prized for its aromatic complexity and limited harvest. This initial vibrancy meets the luminosity of gardenia at its heart, before settling into a warm, textured base of brown sugar, bourbon vanilla, jasmine soufflé, patchouli, and oakmoss.
The bottle incorporates Miu Miu’s iconic design codes with its caramel-toned matelassé glass, a graphic black and white label, and a lacquered black cap inspired by a sequin. The piece functions as a design object that engages with the house’s archives and signature materials, lending a tactile and visual dimension to the Miutine concept.
The campaign, directed by Hailey Benton Gates—winner of the Jury Prize at Sundance—offers a dynamic interpretation of the word “Miutine,” with Emma Corrin at its center. The actress, whose career is defined by versatility and a constant search for new roles, embodies the essence of the project. In the filmed piece, Corrin explores the definition of the term within a library setting, where the word transcends its description to become a visual and emotional experience.
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