British actress Emma Watson has been named ambassador for the new fragrance by Italian fashion house Prada Paradoxe. And it is the actress who is directing the campaign film unveiled on Monday 22 September.
Emma Watson, the iconic actress from the Harry Potter film series, is entering the world of filmmaking with this collaboration with Prada. She has signed the film of the advertising campaign called Prada Paradoxe, as well as the short film.
“I love to tell stories. I think I’m good at it. I think I have a vision. It was a happy coincidence that Prada offered me this project. It was around the time that I had decided in my heart and head that I wanted to do something. I think the concept of being a paradoxical woman is so interesting,” says Emma Watson in an interview with WWD magazine.
The new women’s eau de parfum aims to embody two of the actress’ values, specifically her “disruptive” and “inclusive” mindset. Yann Andrea, International General Manager of Prada Beauty, said: “Her impressive track record as an actress and activist is truly inspiring and a testament to her sincerity and ability to reach a young and engaged generation in search of authenticity.”
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The actress has become a leading figure in the fight for gender equality, notably through her role as a UN Goodwill Ambassador, and she is convinced by the House’s choices: “Prada has always flouted traditional beauty ideals and stood out for its willingness to celebrate a femininity that challenges convention (…) I am delighted to represent a fragrance with such a powerful philosophy and responsible initiatives and to participate in this campaign in a concrete and relevant way.”
Featured photos : © Prada Beauty