PARIS — Miu Miu is out to coin a new word with Miutine, its new feminine fragrance fronted by English actor Emma Corrin.

The eau de parfum meant to channel the brand’s irreverent, unconventional spirit comes out globally on Thursday and marks the first fragrance launch for Miu Miu under its L’Oréal license.

“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.

The fragrance’s starting point was the consumer — especially Gen Zers, who are partial to a deep form of insouciance, with a liberating irreverence, market insights show.

“This is what today Miu Miu offers to consumers,” Lari said. She described Corrin as irreverent and independent, someone who embraces their individuality and makes strong choices in filmmaking and representations of themself. Further, Corrin is close to the brand and what it represents today, the executive added.

“Emma Corrin is the one, with a capital ‘the’ to encapsulate the Miu Miu spirit,” Lari said.

An award-winning actor who has starred in Netflix’s “The Crown” and “A Murder at the End of the World” for FX on Hulu, Corrin became a Miu Miu fashion ambassador in 2020.

“I’ve worked with Miu Miu for so long, which is really lovely,” they said. “We have such a personal connection. It was an honor when they asked me,” said Corrin, referring to the Miutine ambassadorship.

“Mrs. Prada pours so much of herself into this brand, every aspect of it is so filled with her soul,” they continued. “This is an amazing new chapter in the fragrance and beauty story.”

The actor said they hope to impart “fun” with the ambassador role, as well as “self-expression” and “a bit of irreverence.”

“Miu Miu is all about fun, breaking the rules and redefining them exactly how you want to define them — and expressing yourself exactly how you want to express yourself,” Corrin continued. “They do things very authentically. I love that.”

How was the fragrance name chosen?

“Mutine, in French, is about mutiny, about the rebel,” Lari said. “It encapsulates so well the Miu Miu femininity of today, which is mischievous and irreverent, and free from any male gaze, which is liberating femininity. To personalize it even further, we added this ‘i.’”

That letter’s addition plays on the brand name Miu Miu.

“Maybe we are very ambitious, but we want to create a new word in the dictionary,” Lari said. So “miutine” became the project’s starting point.

“We think with Miutine, we can offer the young generation a space for this deliberate insouciance,” Lari said. “We want to give the definition of this Miutine girl in motion.”

The bottle design nods to one of the longstanding codes of the Miu Miu house — the matelassé textured quilting technique used for its leather goods. The brand’s black-and-white label also encircles the chestnut-colored flacon’s neck.

A circle on the cap winks to a sequin, while the outer box comes in Miu Miu’s signature “azzurro” blue.

“Miutine is the beautifully irreverent twist that continues to elevate L’Oréal Luxe’s portfolio,” said Cyril Chapuy, global president of L’Oréal Luxe.

“It’s a nice blend of sophistication, of [elegance], with a nostalgic or vintage kind of form associated with it — very Miu Miu,” Lari said. “Miu Miu is always modernity with a twist.”

Miuccia Prada wished to have a classic juice with a twist, explained Lari. For Dominique Ropion, IFF master perfumer, the Miu Miu woman has “a very young spirit, doesn’t take herself too seriously, but is very elegant.”

Ropion translated that olfactively. “The starting point was this slightly strange accord between the wild Mara des Bois strawberry and a gardenia,” he said.

That and a brown sugar accord blended with bourbon vanilla extract were ways of lending a not too serious side to the perfume, which otherwise has a more classical chypre structure. Lari called this a “gourmet cheekiness.”

Miutine has a floral heart. “The gardenia accord is reinforced by jasmine absolute — a grandiflorum, a very beautiful quality of jasmine — and also a rose essence,” Ropion said. “But all this is to somehow sublimate the gardenia accord. It is to enrich a floral bouquet in the heart note.”

The chypre accord at the base includes modern notes, such as moss, amber and patchouli oil. “It’s classic for the modern generation,” Lari said of Miutine.

Its prices range from $36 for the 10-ml. edp to $172 for a 100-ml. edp.

“We want to place [Miutine] in the worldwide top 10,” Lari said.

The executive would not discuss sales projections, but industry sources estimate Miutine will generate 150 million euros in retail sales during its first 12 months on counter.

In the fragrance’s film campaign, directed by Hailey Benton Gates, Corrin is in a library searching for a dictionary, out of which they read the definition of “miutine.” That includes an individual who knows the rules but behaves as if those do not exist.

“One who navigates life on their own terms effortlessly,” Corrin says. “They do not always show up on time, but when they arrive, you notice. Their actions are often unpredictable.”

Benton Gates’ style of filming is meant to echo the insouciance of the Miutine consumer, with Corrin even walking up a wall. “She’s incredible and so much fun,” Corrin said of the director. “All of the stuff she films always has a wink to it. People get that vibe from the work.”

The Miutine campaign was lensed in Prague, in the same studio where Corrin shot the horror film “Nosferatu.” “It was nice to go back there,” they said. “We spent a really fun afternoon in a boat trying to drop perfume bottles exactly on the right timing, so that they could do some cool camera tricks with it.”

Then a professional diver retrieved the bottles. “Like he was diving for pearls or something. It takes a village to make things so brilliant,” said Corrin, who was about to start shooting Netflix’s “Pride and Prejudice,” playing Elizabeth Bennet.

“That will be shooting for the rest of this year, which is fun,” they said. “So [I’m] learning a lot about what beauty and fashion meant for women in the 1800s. I’m interested to find out how women express themselves as individuals at a time when to fit in and all have the same thing was of the highest value.”

The actor is sensitive to scent. “When I smell something, I can so be taken back somewhere in an instant,” said Corrin, adding when they first smelled Miutine, “it really makes you think of a heady summer day — when you’re outside and the air is just so rich with pollen.”