From Sept 4–10 2025, Miu Miu unveiled Miutine at Selfridges via a dual-site activation (Duke St Canopy & Hillary Site). Celebrating a “rebel’s spirit, bottled,” the experience captured the irreverent, youthful, and unconventional essence of the MiuMiu woman. As Master Perfumer Dominique Ropion intended, the space invited self-affirmation away from any gaze.

To mirror the classic chypre signature twisted with fruity gourmet cheekiness, we synchronized taste and scent. Visitors enjoyed strawberry matcha and brown sugar lattes, ingredients chosen to echo the olfactory notes and the matelassé flacon. This allowed guests to “taste” the fragrance’s unyielding spirit.

The activation featured campaign face Emma Corrin, the ultimate embodiment of an individual confident in their contradictions. Deepening the focus on identity, the Hillary Site hosted poet Olivia Dodd, who created personalized poems on exclusive postcards. By asking, “If you were to describe yourself with one word, what would you say?” we engaged the unconstrained spirit of our audience. Miutine proved that to be yourself is the ultimate act of rebellion—a quiet storm in a room full of people.