There’s a moment when you know the rules so well that you can evade them (even if only momentarily), an instant suspended between conformism and rebellion, where elegance becomes an act of purely personal expression. This is the spirit that animates Miutine, Miu Miu’s new fragrance, which from October 23rd to 26th finds its home at Via dei Bossi 2, in the heart of Milan’s Brera district.
Miu Miu Beauty’s first pop-up is not simply a retail space: it’s an invitation to define your own irreverence. Inspired by the Miu Miu woman, the pop-up invites visitors to create their own interpretation of Miutine, that playful term which revisits the French ‘mutine’, a rebellious spirit encapsulated in a caramel-colored bottle.
The experience is a sensory and poetic journey: a poetess welcomes each visitor, composing on the spot a personalized message, woven with the threads of the name and personality of whoever stands before her. It’s an intimate gesture, that of the handwritten word, a tribute to the singularity of every free spirit who crosses the threshold.
Within the walls of the pop-up, you can breathe in the essence of the fragrance: an irreverent gourmand created by master perfumer Dominique Ropion, who has upended the traditional codes of the Chypre family. The composition is an olfactory journey that begins with a seductive explosion, that of the rare Mara des Bois wild strawberry, a precious French variety available for harvest only once a year, revealing an extraordinarily complex and refined aroma. Its facets give the perfume a vibrant and joyful dimension.
This spontaneous opening flows into a heart where a sophisticated gardenia accord blooms, creating a luminous aura. This radiant floral signature combines with an intense gourmand accord of brown sugar and a fresh bourbon vanilla extract, creating an enveloping texture for the senses. A delicate jasmine soufflé adds unexpected volume. The base, finally, offers a sophisticated and characterful texture: patchouli oil, with its earthy and multifaceted aroma, anchors the sweetness with a touch of refined depth, while oakmoss completes the iconic Chypre structure with its earthy richness.
It’s a fragrance worn exclusively for oneself, away from prying eyes and society’s judgments, radiant and confident, emanating the assurance of someone who knows their own contradictions and decides without asking permission.
“The structure of the fragrance invites self-affirmation and self-confidence,” explains Ropion.
The bottle itself is a tribute to the maison’s iconic quilted leather, with the unmistakable black and white label transformed into a precious ring, while the chestnut color recalls the shade of Miu Miu accessories, adding a touch of sophisticated nostalgia.
At the pop-up, in addition to discovering Miu Miu fragrances, visitors can receive a limited-edition gift and create a special branded keepsake at the photobooth. Entry is free, from 11:00 AM to 7:00 PM from October 23rd to 26th, 2025: because true irreverence doesn’t ask for permission.
What do you think?