Miu Miu 'Miutine' Fragrance 2025 Ad Campaign

Review of Miu Miu ‘Miutine‘ Fragrance 2025 Ad Campaign with Photographer Petra Collins with Models Paloma Elsesser, Coco Gauff, Chloë Sevigny

Miu Miu’s new fragrance campaign, Miutine, captures a characteristically offbeat kind of beauty — one that resists definition and, instead, lingers in feeling. Directed through the dreamy lens of Petra Collins and starring Chloë Sevigny, Paloma Elsesser, and Coco Gauff, the campaign unfolds as a cinematic study of confidence and contradiction. It’s not so much a story as it is a sensation — the trace of a memory or the pause between breaths, distilled into scent and image.

Collins’ visual world feels unmistakably her own: soft, intimate, and filtered through the glow of nostalgia. Yet here, that softness meets the sharp intelligence of Miu Miu’s house codes — a push and pull between innocence and intent. Sevigny, long the poster child for intelligent rebellion, brings gravitas to the campaign, while Gauff and Elsesser balance the tableau with their own understated magnetism. Together, they embody a spectrum of modern femininity — athletic, intellectual, instinctual — each inhabiting Miutine with distinct emotional texture.

Rather than relying on overt storytelling, Miutine speaks in gestures: a glance, a half-smile, a ripple of silk. The result is less an advertisement than a study in atmosphere. The perfume itself, described as confident and elusive, finds its visual parallel in Collins’ blurred edges and tactile color palette. One can almost sense the scent — musky yet clean, warm yet airy — lingering in the folds of chiffon or the faint trace of lipstick.

What works so well here is restraint. In an industry prone to theatricality, Miutine succeeds by doing the opposite — whispering instead of shouting. Collins and Miu Miu’s creative team understand that the brand’s allure lies not in perfection but in personality. Each frame honors that contradiction: luxury with a touch of rebellion, softness charged with intellect. It’s an aesthetic that feels entirely true to Miu Miu’s DNA, and it suggests a new direction for Miu Miu Beauty — one grounded in feeling rather than formula.

If there’s a place for refinement, it might be in expanding the emotional dimension further. While the campaign is visually rich, a touch more narrative rhythm could have deepened its resonance — a fleeting scene or encounter that anchors the mood in a specific memory. Still, this ambiguity may be precisely what gives Miutine its charm: like the perfume itself, it’s meant to be felt, not fully understood.

In the end, Miutine lingers like a scent you can’t quite name but can’t forget either. Sevigny and Collins make a compelling pair — two artists who know that beauty isn’t about perfection, but presence. And in that regard, Miu Miu’s latest creation succeeds beautifully: it smells, looks, and feels like confidence, bottled and set free.