Introducing Prada Paradoxe, the new feminine fragrance that is as curious as it is comforting. A fresh perspective on the enigma of femininity, Prada Paradoxe, explores the symbiosis of contradiction embedded deep within Prada: craftsmanship and technology, tradition and modernity, challenge and refinement, rigor and fantasy.

Prada taps Emma Watson to spearhead the campaign, marking her directorial debut, all while donning a new pixie haircut with micro bangs. The British actor, activist, and artist epitomizes modern feminity and breaks the mold to be both in front of and behind the lens, redefining codes to represent her most authentic self. As an alumnus of Time’s 100 Most Influential People and a current UN ambassador, Watson’s assertive, outspoken feminism is the quintessential embodiment of the Prada woman. Her power lies in her intimate connection with a deeply engaged generation vocal about change. Watson orchestrates a dynamic symphony celebrating her every dimension—the artist, the activist, the actress, the woman—alive and vibrant within her. 

“Prada has always gone beyond traditional models and archetypes of conceived beauty and is famous for a femininity that challenges conventions,” Emma Watson states. “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.”

With dominating notes of neroli and jasmine, the timeless florality of a white flower bouquet is twisted with an avant-garde olfactory signature of Ambrofix™ and Serenolide™ accord to create an intimate and enduring trail led by a vibrant warmth. Reinventing freshness by capturing the flower’s fresh dimension, the floral ambery fragrance possesses an intense yet subtle and comfortable trail noticeable right from the top.

View the Prada Paradoxe campaign video below, and shop the new signature feminine fragrance here.