Miu Miu Beauty has unveiled its new campaign for Miutine, fronted by Paloma Elsesser, Coco Gauff, and Chloë Sevigny, who now serve as the U.S. ambassadors of the fragrance. Together, the trio reflect the multi-dimensional spirit of Miu Miu’s new beauty era, one defined by independence, emotion, and instinct rather than explanation.
FRAGRANCES
Photographed by Petra Collins, the campaign captures the scent’s free energy through three women who couldn’t be more different yet share an unspoken connection. Each embodies a facet of the Miutine attitude: Sevigny’s effortless cool, Gauff’s rhythm and precision, and Elsesser’s grounded confidence. The imagery follows Collins’ dreamlike aesthetic, soft yet subversive, matching the fragrance’s play between sophistication and rebellion.
In the official statement, Collins describes Miutine as “a scent that doesn’t beg to be understood, it simply exists, with confidence.” She adds, “It’s not about being seen. It’s about being felt. This is a celebration of women who exist on their own terms.”
Launched in August, Miutine marked Miu Miu Beauty’s first major fragrance under its refreshed direction, one that blends whimsy with self-assurance. The perfume is described as playful yet refined, capturing contrasts that mirror Miu Miu’s signature approach to fashion. With the addition of Elsesser, Gauff, and Sevigny, the label signals a confident expansion into a new beauty chapter rooted in character and individuality.
Together, the three ambassadors represent a generational dialogue, from Sevigny’s downtown legacy to Gauff’s rising athletic influence and Elsesser’s modern voice in beauty and fashion. Their collaboration with Miu Miu Beauty suggests a growing commitment to diversity not only in faces but in moods, styles, and ways of being.
Miu Miu Beauty’s Miutine is now available in boutiques and online, continuing the brand’s reawakening, one that, much like its ambassadors, feels unapologetically alive.
