08.19.22
Prada has tapped English actress and women’s rights activist Emma Watson to front its campaign for a new soon-to-be-revealed women’s fragrance, launching worldwide August 22.
Watson, in her first collaboration with the brand, makes her directorial debut for the creation of the fragrance's film short and is captured by photographer Harley Weir for the print campaign.
"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.
"Emma Watson possesses an empowered elegance and a mindful, engaged spirit, determined for positive evolution – the perfect embodiment of Prada's new feminine fragrance. Her sprawling body of work, from acting to activism, is beyond inspirational, each a signifier of her authenticity and ability to inspire emotion and speak to a young, engaged generation who demand authenticity," commented Yann Andrea, Prada Beauty International general manager.
Prada Beauty is also working with Emma Watson and Good On You to improve its sustainability, ethical and disclosure practices.
Watson, in her first collaboration with the brand, makes her directorial debut for the creation of the fragrance's film short and is captured by photographer Harley Weir for the print campaign.
"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.
"Emma Watson possesses an empowered elegance and a mindful, engaged spirit, determined for positive evolution – the perfect embodiment of Prada's new feminine fragrance. Her sprawling body of work, from acting to activism, is beyond inspirational, each a signifier of her authenticity and ability to inspire emotion and speak to a young, engaged generation who demand authenticity," commented Yann Andrea, Prada Beauty International general manager.
Prada Beauty is also working with Emma Watson and Good On You to improve its sustainability, ethical and disclosure practices.