Miu Miu Beauty Fall 2025 Ad Campaign

Review of Miu Miu Beauty Fall 2025 Ad Campaign by Creative Director of Miuccia Prada with Director Hailey Gates with Talent Emma Corrin

What happens when a fragrance rebels just as much as it enchants? In its latest campaign for Miutine, Miu Miu Beauty brings forth a sensorial filmic experience that is at once playful and poised, grounded yet dreamlike. Directed by Hailey Benton Gates—a Sundance Jury Prize winner with an eye for the quietly subversive—the campaign features Golden Globe-winning actor Emma Corrin as its muse and movement. With Corrin at its center, the brand captures not just a face, but a feeling: the delicious dissonance of existing authentically and unapologetically.

We open in a library—usually a place of stillness, of rules—and yet here, the word Miutine leaps from the pages, animated, almost cheeky. It doesn’t ask permission, it simply arrives. Chairs shuffle themselves into place, rooms subtly rearrange, and Corrin glides through this choreographed disruption as though the world is rebalancing itself around her. It’s not just that the objects move—it’s that they appear to move for her, as though pulled by her gravitational selfhood. The video is less a commercial and more a ballet of rebellion—whimsy choreographed with a wink.

Visually, the campaign maintains a remarkable lightness of touch. The stills are few, and intentionally so. Rather than flooding us with image after image, Miu Miu trusts its audience to linger. We see Corrin with barely-there makeup and visible tattoos—an aesthetic choice that speaks volumes about transparency, about shedding artifice. This is not a beauty ad in the traditional, lacquered sense; it’s a portrait of a person as they are, and as they move. We are granted access, not to a constructed icon, but to a presence. In this simplicity lies a subtle genius—what’s left unsaid becomes the allure.

The creative strength of Miutine lies in its emotional architecture. Miu Miu has always thrived on contradiction—girlish yet intellectual, rebellious yet refined. Here, those brand codes are distilled into something freshly wearable: a fragrance campaign that feels cinematic rather than commercial. Gates’ direction ensures that the spirit of Miu Miu is not simply narrated, but embodied. Corrin doesn’t perform for the camera—they move through it, extending Miu Miu’s perennial invitation to be both mysterious and knowable, aloof and intimate.

If there is a critique to be made, it lies perhaps in the campaign’s limited still imagery—a brave choice in today’s content-saturated visual landscape. While the restraint is admirable, one wonders whether an additional image or two might have further explored Corrin’s expressive potential, especially given the richness of the video. Still, in an industry often more concerned with volume than resonance, this sparseness feels refreshingly confident.

Call it a quiet storm, call it a gentle mutiny—Miutine is here, and it’s rewriting the rules with a spritz.