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Miu Miu Announces Fragrance with Coty, Taps Léa Seydoux and Adèle Exarchopoulos for Resort Campaign


Image: FashionGoneRogue

Two pieces of Miu Miu news today: 

  1. For the label's Resort 2014 campaign, Blue is the Warmest Color stars Léa Seydoux & Adèle Exarchopoulos were photographed by Inez van Lamsweerde and Vinoodh Matadin for a five ad series.

    The film (which won the Cannes Palme d’Or in May and was just released in the U.S.) received inordinate pre-release attention due to its Cannes success and supposedly graphic lesbian sex scenes.

    Miu Miu's campaign plays on the film's sexy reputation, highlighting the two leads' "candid chemistry." From a statement to WWD: "The background wall in baby pink and girlish styling of the collection contrast with the actresses’ seductive presence."


  2. Unrelated/related: The label has just announced a partnership with fragrance giant Coty, Inc. The Paris-based beauty company will develop a Miu Miu-branded line of prestige fragrances, slated to debut in 2015. In a written statement, Prada Group CEO Patrizio Bertelli suggested that move was part of a broader strategy to expand the Miu Miu brand: 

    “The agreement with Coty, an internationally recognized reference in the luxury fragrance market, marks a major step forward in Miu Miu's development plan. I am therefore sure that, leveraging on Coty’s know-how and Miu Miu’s strong identity, this partnership will be a worldwide success of mutual satisfaction to both companies.”