Tom Holland steps into a new role, joining Prada Beauty as global ambassador with the debut of Paradigme. His appointment introduces a fresh direction for the house’s fragrance line, aligning with a scent that sets out to shift established ideas of masculinity. This move puts Holland in the spotlight for a campaign that asks what fragrance, and the person wearing it, can become when conventions fall away.
Holland has long favored Prada for red carpet appearances. “I’ve worked with Prada for years now and continue to opt for their clothes on carpets, an environment that usually makes me uncomfortable, and Prada has never failed to fill me with confidence when I’m stepping out,” he shared in an exclusive interview. His connection with the brand now extends beyond clothing into a fragrance that offers a similar sense of confidence and clarity.
Paradigme arrives with a structure that breaks from standard perfume design. Instead of following the typical top-to-base progression, it begins with its deeper notes. The composition opens with Peru balm, benzoin, and guaiac wood. These ingredients usually form the drydown but appear here as the foundation from the start. The scent then reveals bourbon geranium and a sharp edge of bergamot. This sequence pushes against familiar expectations, offering an experience that moves in reverse and keeps the wearer aware of each transition.
The bottle signals a similar change in direction. Presented in green instead of the more common navy, the flacon has been shaped with sharp, architectural lines. It avoids embellishment in favor of clear contours and a refillable format. This design makes Paradigme stand out on the shelf but also reflects a move toward practicality. Prada gives form to an idea that doesn’t rely on traditional color codes or shapes tied to gender or legacy.
Thomas Vinterberg directed the campaign, adding a cinematic quality rooted in clarity and restraint. His film centers on the question: What if there’s another way? Holland appears in a role shaped by presence more than performance, occupying a space that encourages openness. The visuals avoid noise and narrative, allowing the scent to carry its own mood.
This idea struck a personal chord with Holland. “I also really resonated with the idea of what if there’s another way,” he said. “As young people, we are living in a world that is changing rapidly day by day, and the thought of what if there’s another way is a great way for us to tackle new and different challenges. It promotes the idea that change is good, as long as it’s for the better.”
His role in the campaign isn’t just about visuals, it reflects a connection to the fragrance itself. Though he doesn’t often wear scent, Holland explained, “I like things understated. But I do think a good scent can make a difference.” That understated tone defines Paradigme. The fragrance avoids any obvious direction, choosing contrast without forcing resolution.
Prada Beauty launches Paradigme with the intention of disrupting familiar routines. Holland’s appointment and the structure of the scent work together to question established ideas.
