Prada Taps Emma Watson for New Fragrance Campaign

The actress and activist will be the face of the disruptive, yet-to-be-announced fragrance.

Prada announced that actress and activist Emma Watson will be the face of their newest women’s fragrance, set to be revealed on Aug. 22. As a part of her work on the campaign, Watson made her directorial debut for the fragrance’s film short, and also posed for print photos captured by photographer Harley Weir. “Prada has always gone beyond traditional models and archetypes of conceived beauty and is famous for a femininity that challenges conventions,” Watson said in a statement. “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 for Prada Beauty.

Now serving as a UN Women Goodwill Ambassador, Watson has primarily shifted her focus to activism in recent years. Her intelligence and elegance made her the embodiment Prada’s newest women’s fragrance, which aims to rewrite the codes of femininity. “Emma Watson possesses an empowered elegance and a mindful, engaged spirit, determined for positive evolution – the perfect embodiment of Prada’s new feminine fragrance,” said Yann Andrea, Prada Beauty International General Manager. “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.” Watson, who has become a voice for her generation in terms of change and empowerment, is known to use her celebrity to disrupt the status quo and motivate change. The partnership marks Watson’s first with Prada.

The new Prada women’s fragrance will launch worldwide on Aug. 22.

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