.EmmaWatson is fronting and making her directorial debut with the Prada fragrance campaign.
“I’m really curious, I try to be a free-thinker as much as one can be, given the constraints of the society and the system we live in,” she said. “It grabbed my attention. I really wanted to be part of something that gives women more strength, freedom, power and self-confidence That’s what I feel when I read the story of why Prada Paradoxe had been created. I instantly felt that I have always been a paradox. Prada Paradoxe gave me permission.
Watson considers fragrance to be “a blueprint of a person, of a soul. It’s much more sensorial and emotional and memory-based. It’s not about achieving beauty, it’s actually much more intimate and personal. It’s about the relationship that a woman has with herself.” “It was really important to find a design that would perfectly express the brand DNA,” said Andrea, who also highlighted that there’s a touch of eccentricity, since the flacon never sits upright.
Prada Paradoxe was created with sustainability in mind, including three sustainably-sourced ingredients, such as Moroccan neroli oil, and refill programs. “Emma has been deeply involved also in the creation of the campaign,” said Andrea. The Prada Beauty team worked closely with the designers Miuccia Prada and Raf Simons on Prada Paradoxe, as well.
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