Elle Fanning is the face of Miu Miu’s Twist fragrance. Elle Fanning fronts the new fragrance to join the Miu Miu family: Twist.
Since 2014, the actress has fronted ready-to-wear campaigns for the brand, worn bespoke and catwalk outfits to major events and was asked by Miuccia Prada to open the spring/summer 2019 show.
Fanning revealed all to Vogue about the fragrance campaign – which sees her play an actor seamlessly switching roles and creating puns surrounding Miu Miu (Miu-tant, Miu-sic and so on) – saying: ““In Twist there is a true story. There’s a beginning to end that you follow this girl on, and things happen. It’s not the ordinary sensual, pretty looking man and woman being used to lure us in.”
“Normally, when you’re thinking about perfume it can be just beauty shots. I’m glad that it has turned a corner and there’s a real storyline and [I] get to express what the scent is, who is wearing it and who they’re trying to get to wear it. So, I think it is a great thing.”
Explaining how she approaches being in a feature-length film to a short fragrance video, she said: “I don’t approach it too differently, but you do only have two days to film it, so you have to cram a lot in.”
You’re rushing around, you’re changing your hair and outfits and it can end up being more spontaneous. I also had to learn a whole dance routine for it. There wasn’t really a specific script that we had to stick to. It wasn’t like a movie but a really amazing short film. We had these amazing sets that they built, and it was a huge production where we had sets that looked like the moon and space. I was surprised at how big it felt.”
And the decision to become the face of Twist is a homecoming of sorts for Elle.
“My first campaign I did for Miu Miu was when I was 14. That was the first time I met Mrs Prada and since then I’ve become a part of the family. They have given me so many opportunities, but I had never done a major fragrance campaign for them before. It wasn’t even a question, just an automatic yes to go on another adventure together.”
Elle also spoke of her admiration for Miuccia Prada and the world she creates.
“Mrs Prada is someone who loves cinema and film and she creates very cinematic experiences. Everything she does is such an experience and is so detail orientated that it transports you to this specific place and world that she wants you to be in.”
Elle reveals the importance of fragrance in her daily routine, saying: “It is definitely something that is part of my routine in the morning and then I’ll probably redo and freshen up to go out at night. That’s kind of how I wear it.”
“It is so personal to you and your personality and what your preference is. I also really associate scent with memories too. It makes me nostalgic as I can remember certain scents for different times, and it take me back to that place. It is very special.”
Elle Fanning is the face of Miu Miu’s Twist fragrance