Prada’s newest men’s fragrance, Prada Paradigme, is a scent built on subversions of structure and masculine norms.

Traditionally, fragrances are built from the top down, with bright top notes fading into deeper, lingering base notes. Prada Paradigme flips that into what the house calls a “reverse pyramid,” which more closely resembles the iconic triangle logo.

From the start, smoky woods like Peru Balm and Guaiac take center stage, unfolding into green geranium and slight floral scents. Finally, top notes of Calabrian bergamot and musk settle on the skin. The scent pulls you in, layered and deliberate. It’s punchy, but not as in-your-face as men’s fragrances can traditionally be. 

The name—a slight abstract anagram of Prada—echoes Paradoxe, continuing the house’s fascination with duality, contradiction, and the creative potential in restraint. The result is a scent that redefines strength as subtlety.

Tom Holland, who fronts the campaign, embodies that balance. Known for his powerful roles on screen and his off-screen modesty, he brings his charisma to the fragrance’s message. There’s a softness to his presence that doesn’t undercut its impact.

The bottle, too, follows suit: sleek green glass cut into a slanted triangular prism, minimalist, yet striking. Finished with a black cap and Saffiano-textured box, it’s architectural, cool to the touch, and easy to hold.

Crafted by perfumers Marie Salamagne, Bruno Jovanovic, and Nicolas Bonneville, Paradigme isn’t just another men’s fragrance. It’s an olfactive shift, less about dominance, more about depth. And like the best ideas, it unfolds slowly. Prada Paradigme is available August 1 in 10ml, 50ml, 100ml, and refillable 150ml bottles.