Prada introduces Tom Holland as new Global Ambassador and face of new Prada Paradigme fragrance.
Since 1913, Prada has continuously challenged convention, shaping new ideas through creativity and experimentation. With Prada Paradigme, that legacy takes a bold new form-a fragrance that invites us to reconsider what we know and explore identity from a different angle. Paradigme is more than scent; it is a question: What if there’s another way? Rooted in individuality and movement, it speaks to those who shape their story through exploration.
The Fragrance
Crafted by perfumers Marie Salamagne, Bruno Jovanovic, and Nicolas Bonneville, Prada Paradigme redefines masculine perfumery with an unexpected structure: the reverse pyramid. It opens from the base with a bold, smoky blend of Peru Balm, Benzoin resin, and Guaiac wood, creating an addictive and warm foundation. This is contrasted by a vibrant heart of dual geranium extracts-aromatic, green, and floral-bringing both energy and complexity. The composition is lifted by Calabrian bergamot and airy musks, adding radiance and clarity. Paradigme embodies the tension at the heart of Prada: refined yet daring, restrained yet expressive. It’s a modern take on masculinity, rooted in contrast and layered expression.
The Campaign
Actor and entrepreneur Tom Holland brings Paradigme to life in a film directed by Thomas Vinterberg, known for his emotionally charged and visually powerful storytelling. The campaign explores identity as movement-shaped by personal history, curiosity, and constant reinvention. In a standout moment, Holland watches a childhood video of himself dancing-an authentic and intimate gesture that reflects the spirit of Paradigme. The film invites us to rethink how we define ourselves, celebrating vulnerability, individuality, and the courage to create a narrative that’s truly our own.
