Prada launches new female fragrance Prada Paradoxe; Emma Watson stars in and directs marketing campaign 

THE WHAT? Prada has announced the launch of its new female fragrance Prada Paradoxe, with the campaign featuring Actress Emma Watson.

THE DETAILS According to a press release, “The campaign celebrates the myriad unique elements of every woman that come together to create an authentic, ever-evolving whole: a woman that is never the same, yet always herself.”

Watson stars as the main character of the short film, as well as making her directorial debut.

THE WHY? Yann Andrea, Prada Beauty International General Manager, said, “Prada Paradoxe is inspired by the infinite and empowering facets that make every woman unique and Emma wholly embodies this. Her multiple dimensions and ability to speak to highly engaged generations make her the perfect embodiment of Prada Paradoxe.”

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