Luxury house PRADA enlists actor, activist and UN Women Goodwill Ambassador Emma Watson as the face of their new PARADOXE Fragrance. This is the brand’s first collaboration with Watson, who will not only star in the campaign but also direct the fragrance’s short film. Watson’s razor-sharp intelligence, dynamic elegance and an authentic multi-dimensionality is the perfect match for the brand’s disruptive new women’s fragrance, that rewrites the codes of femininity, and promotes self-evolution. Fashion photographer Harley Weir captured the fragrance’s print campaign.
Prada has always gone beyond traditional models and archetypes of conceived beauty and is famous for a femininity that challenges conventions. It’s a pleasure to create a campaign and represent a fragrance with such a profound philosophical concept and sustainability initiatives in a way that feels genuinely real and relevant. – Emma Watson, Actor and Activist
Emma Watson possesses an empowered elegance and a mindful, engaged spirit, determined for positive evolution – the perfect embodiment of Prada’s new feminine fragrance. Her sprawling body of work, from acting to activism, is beyond inspirational, each a signifier of her authenticity and ability to inspire emotion and speak to a young, engaged generation who demand authenticity. – Yann Andrea, Prada Beauty International General Manager
