New Arrivals

Prada launches new fragrance for women

Prada has launched a new feminine fragrance, Prada Paradoxe, hosted by actress Emma Watson in a film and campaign designed to capture the “undefinable and evolving essence of the Prada woman”.

Prada Paradoxe, the first major feminine fragrance from the Italian fashion house, was launched by the brand’s fragrance and beauty licensee L’Oréal and promoted as Prada’s new signature feminine fragrance as part of its vision to create a global beauty brand.

Exploring the quintessential expression of the Prada woman in all her forms, the brand explains that it is a timeless floral amber fragrance blended by Givaudan perfumers Nadège Le Garlantezec, Shyamala Maisondieu and Antoine Maisondieu.

Prada Paradoxe is “faithful to the creative spirit of the brand” and was created under the creative direction of Miuccia Prada and Raf Simons to offer a fragrance with a strong feminine sensibility. The fragrance is described as a multidimensional perfume with white floral notes. It has primary notes of orange blossom and jasmine, as well as amber notes called Ambrofix and Serenolide, a new regenerating musk molecule.

The bottle has been transformed from a traditional perfume bottle structure to a side-loading design with a rounded triangle that reinterprets the iconic Prada logo. It has a minimalist yet luxurious feel, allowing the fragrance’s subtle coral pink tones to become the focal point under the black logo.

Prada Paradoxe was designed with sustainability in mind

Prada added that the luxury fragrance was also designed responsibly as it is based on three sustainably sourced ingredients, Moroccan neroli oil, vanilla infusion and Calabrian bergamot hearts. The fragrance also utilizes the new multi-step biotransformation process behind Ambrofix, which allows amber to be extracted naturally from sugar cane instead of sage, requiring 100 times less agricultural land than traditionally.

In addition, all Prada Paradoxe packaging is recyclable, including the boxes and bottles. The glass bottles are designed to limit their weight and the use of glass, while the boxes are FSC Mix certified, ensuring a more sustainable choice of paper and cardboard.

The entire Prada Paradoxe collection can also be refilled, reducing packaging materials. A 50 ml bottle of Prada Paradoxe and a 100 ml refill help avoid a total of 40% of material use compared to three 50 ml bottles of Prada Paradoxe. This includes 29% glass, 67% metal, 46% plastic and 39% cardboard.

Emma Watson leads the Prada Paradoxe campaign

Prada chose Emma Watson as the face of its new fragrance, describing the actress as “the embodiment of the Prada woman”. Waterson not only stars in the campaign, but also makes her directorial debut in the accompanying film, which celebrates “the myriad unique elements of each woman coming together to create an authentic, evolving film. Overall.”

Commenting on the event, Watson said in a statement.” I think it was serendipitous that Prada came to me with this project. It was then that I really made the decision in my heart and mind that I wanted to direct – and I found the concept of being a woman of contradictions so compelling.

“I wanted the values behind Prada Paradoxe to give women more space to celebrate themselves, to know that they can be complex, to explore different aspects of themselves and to fully express who they are”.

Yann Andrea, General Manager of Prada Beauty International, added: “Prada Paradoxe is inspired by the infinite and empowering aspects that make every woman unique, and Emma fully embodies this. Her versatility and ability to speak to a highly engaged generation makes her the perfect embodiment of the Prada paradox.”

In the UK, Prada Paradoxe retails for 59 pounds, 30 ml. Eau de Toilette Spray, 50 ml, 83 lbs. spray, 90 ml. is 118 lbs. 100 ml. Refills are 99 lbs.