Miu Miu Beauty is building out its roster of U.S. ambassadors in tandem with its product offerings.
Having debuted Miutine in August, the brand has named three accompanying ambassadors for the U.S. Paloma Elsesser, Coco Gauff and Chloë Sevigny front the Petra Collins-lensed digital project promoting the launch.
“Miutine is a scent that doesn’t beg to be understood — it simply exists, with confidence,” Collins said in a statement. “It’s not about being seen. It’s about being felt. This is a celebration of women who exist on their own terms. Women who know the rules — and quietly undo them.”
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The U.S.-specific ambassadors join the global face of the fragrance, English actor Emma Corrin. Miutine is the brand’s first fragrance launch under licensee L’Oréal, and the juice was nosed by IFF master perfumer Dominique Ropion. At the time of its launch, industry sources estimated Miutine to reach 150 million euros in first-year retail sales.
“We want Miutine to be the emblem of the new chapter we are opening on Miu Miu,” said Ladan Lari, global general manager of Miu Miu Beauty at L’Oréal, at the time of the launch.
“We think with Miutine, we can offer the young generation a space for this deliberate insouciance,” Lari continued. “We want to give the definition of this Miutine girl in motion.”
Added Juliette Ferret, U.S. general manager of Miu Miu Beauty via email, “With the relaunch of Miu Miu Beauty, both globally and in the U.S. we knew we had to celebrate this moment with US ambassadors who truly capture the spirit of our new fragrance, Miutine by Miu Miu. Chloë, Paloma, and Coco are forces of culture, modern voices for today’s generation. They aren’t just admired for their talent; they’re loved for their individuality and spirit. Each one navigates life on their own terms, granting themselves permission instead of asking for it and that is the essence of what it means to be ‘Miutine.’ We couldn’t be more thrilled to partner with them as we enter this exciting new chapter.”
It’s been a busy season for L’Oréal’s Luxe division, which has named Usher the face of a new Ralph Lauren fragrance; opted to resurrect Studio 54 for a Valentino Beauty party, and introduced Prada Paradigme with fellow celebrity face Tom Holland.