Prada has launched a campaign for its Prada Paradoxe, a new women’s fragrance. The campaign features Emma Watson, who stars in and makes her directorial debut with this film. 

The work celebrates the myriad unique elements of every women that come together to create an authentic, ever-evolving whole: a woman who is never the same, yet always herself.

“I think it was serendipitous that Prada came to me with this project. It was around the time when I had really made a decision in my heart and my head that I wanted to direct – and I found the concept of being a woman who is a paradox so compelling. I hope that the values behind Prada Paradoxe give women a little more space to celebrate themselves, to know that it’s ok to be complex and to explore the different facets of themselves that make them the fullest expression of who they are,” said UN Goodwill Ambassador Watson whose dimensions include serving as actor, activist, filmmaker and woman.

Yann Andrea, Prada Beauty International general manager, said, “It is an honor to work with Emma Watson, not simply in the capacity of her acting talent, but in her directorial debut. 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.” 

Julien Calot, McCann Paris chief creative officer, added, “Our mission with this campaign was to connect with a generation that no longer relates to the concept of boxes–being constrained by boxes, or even being defined by one thing. Today, it’s normal to have a plurality in the way that we define ourselves. It’s the age of exploring paradoxical attributes of our personalities, all while remaining unique and singular. That is the story Prada Paradoxe tells–someone who constantly reinvents themselves, while staying faithful to their core values.”

Watson directed via production company DIVISION.

Credits

Client Prada Agency McCann Paris Charlotte Franceries, president/EVP, global business leader; Julien Calot, chief creative officer; Kimberly Kress, EVP, talent partnerships; Pierre-Jean Bernard, head of digital. Production Company DIVISION Emma Watson, director; Jules de Chateleux, exec producer; Aurelie Bruneau, producer; Monika Lenczewskadop, DP; Pirra, production designer; Berta Gomezar, set design art director; Emma Portner, Kristin Sudeikis, movement directors. Production Services TwentyFourSeven Production Advisor Kind, Paris Postproduction/VFX The Mill Paris Flore Mounier, VFX supervisor. Editorial Adriana Legay, editor. Music “Lord It’s a Feeling” by London Grammar

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