Prada introduces Prada Paradigme, a new men’s fragrance that questions conventions and invites a shift in perspective. Continuing the brand’s long tradition of creative experimentation, the scent asks a provocative question: What if there is another way?
FRAGRANCES
At once refined and daring, Prada Paradigme explores the tension between the inner self and the outer world. Its amber-woody composition challenges the structure of traditional perfumery through an inverted pyramid, revealing its base first, a smoky accord of Peruvian balsam, benzoin resin, and guaiac wood. As it unfolds, green geranium and floral tones bring vibrancy, followed by Calabrian bergamot and airy musks that create lightness and depth in equal measure. The result is a fragrance of movement, elegant, magnetic, and disarmingly human.
Fronting the campaign is Tom Holland, the actor and entrepreneur who embodies the spirit of Paradigme: confident yet curious, grounded yet expressive. Known for his acclaimed portrayal of Spider-Man and his off-screen authenticity, Holland represents a generation unafraid to question expectations. His presence brings warmth and sincerity to Prada’s avant-garde vision.
Directed by Thomas Vinterberg, the award-winning filmmaker behind Another Round and The Hunt, the Paradigme campaign becomes a cinematic reflection on identity and growth. In one intimate moment, Holland watches a childhood video of himself dancing, a scene he personally suggested, blending memory and emotion into the campaign’s message: the courage to evolve.
Sustainability is central to Prada Beauty’s mission. Paradigme continues the house’s refillable design philosophy, crafted with responsibly sourced ingredients like bourbon geranium and Calabrian bergamot, and packaged in bottles made with 15% recycled glass and FSC™-certified materials.
