Emma Watson directs and presents Prada’s latest fragrance campaign

By Sarah Parson
August 19, 2022

The Harry Potter star and women’s rights activist will mark her directorial debut with the L’Oréal brand

Emma Watson is described as the ’embodiment’ of Prada’s new fragrance

Prada has hired actress Emma Watson to direct a short film for its new Paradoxe fragrance line.

The partnership marks the Harry Potter the star’s directorial debut, which will also be front and center in the upcoming campaign, which will be released on August 22.

“Emma Watson possesses a powerful elegance and an engaged, conscious spirit, determined to evolve positively – the perfect embodiment of Prada’s new women’s fragrance,” said Yann Andrea, International Managing Director of Prada Beauty.

“His sprawling work, from acting to activism, is beyond inspirational, each a sign of his authenticity and ability to inspire emotion and speak to an engaged young generation demanding to authenticity.”

Watson, a goodwill ambassador for UN Women, was previously an ambassador for Lancôme, another brand owned by L’Oréal.

The 32-year-old describes Prada, which counts a virtual influencer named Candy among its spokespersons, as going “beyond traditional models and archetypes of engineered beauty” and “is famous for a femininity that defies convention”. .

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“It’s a pleasure to create a campaign and portray a fragrance with such a deep philosophical concept and sustainability initiatives in a way that feels genuinely real and relevant,” she added.


Donovan B. Sanford