The success of Miu Miu is simply remarkable and cannot be ignored. In the recent Lyst Q1 2023 ranking, the brand secured the second spot, further solidifying its position in the fashion industry. Miu Miu is not just a youthful extension of Prada; it has established itself as an independent entity, consistently crafting a distinct, mischievous, and contemporary femininity that is both fiercely free and intellectually stimulating. Prada and Miu Miu go beyond Quiet Luxury, offering an elevated and cerebral luxury experience.
The newest campaign, titled “Miu Miu Fleur de Lait Fragrance,” is a delightful departure from the often academically-driven world of perfume advertisements. It serves as a reminder that a fragrance is not just about the scent, but also promises a pure, intense, and immediate emotional experience. The popularity of fragrance-related content on TikTok, with over 13 billion views, reinforces this concept.
“Miu Miu Fleur de Lait Fragrance” employs the trendy technique of “trompe-l’œil,” commonly seen in contemporary gastronomy, to evoke aesthetic pleasure rather than mere indulgence. It emphasizes the significance of the perfume bottle in the fragrance selection process. The campaign draws inspiration from the mango and pomelo sagu dish from Hong Kong, evoking nostalgic and Proustian memories. Like a scented dessert, it stimulates the senses and transports viewers to a world of blissful reminiscence.
The film itself is a Proustian madeleine, paying homage to the beauty of teenage friendships. It invites viewers to relive the carefree days of youth and indulge in the happiness and joy that those memories bring. The film culminates with a powerful and masterful signature line: “The scent of sweet memories.”
Undoubtedly, this advertisement can be regarded as a small masterpiece. We applaud Coty and photographer Osma Harvilahti for their exceptional work in bringing this campaign to life.
Useful links:
1. Official Miu Miu Website
2. Coty Official Website
