Emma Watson is Prada Paradoxe. An embodiment of the Prada woman, the British actor, activist and artist epitomizes modern femininity, rewriting its codes for a new generation through a multi-dimensionality that is never the same, yet always authentic to her, said the fragrance and fashion company.
 
An alumnus of Time’s 100 Most Influential People, Watson’s work as a UN ambassador and her assertive, outspoken feminism complements a body of work as an award-winning actress. Watson’s power lies in her layered nature, her loyal following and her intimate connection with a deeply engaged generation vocal about change.
 
For her involvement in the Prada Paradoxe campaign, Watson made a single request – to direct the film herself.
 
Watson’s directorial debut is an empowered celebration of what it means to be a living paradox. She breaks the mould of the muse to be both in front of and behind the lens, writing her own script and narrating her story, redefining codes to represent her most authentic self. The film is Watson’s personal expression and perspective, an insight into her many differentiae in their unexpected symbioses.
 
At its core, Watson orchestrates a dynamic symphony celebrating her every dimension – the artist, the activist, the actress, the woman – at once alive and vibrant within her, set free in the spirit of indefinability.
 
“Prada has always gone beyond traditional models and archetypes of conceived beauty and is famous for a femininity that challenges conventions. It’s a pleasure to create a campaign and represent a fragrance with such a profound philosophical concept and sustainability initiatives in a way that feels genuinely real and relevant,” said Watson in a media statement.

For more on fragrance, look out for the April edition of Happi.