Hollywood heartthrob Emma Watson makes her directing debut with Prada’s latest campaign, even as she takes on the mantle of ambassadorship of the brand’s fragrance line.
Emma Watson, an activist, actor, and UN Women Goodwill Ambassador, has been named the face of a new women’s fragrance by Prada that went on sale worldwide on August 22. In her first partnership with the company, Watson makes her directing debut in the film short created for the scent, and she is photographed by Harley Weir for the print campaign. Watson is the essence of Prada’s innovative new women’s scent, rewriting the rules of femininity on a continual self-evolution that is never the same but always true to her. Watson has razor-sharp intelligence, dynamic grace, and an authentic multidimensionality.
“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,” Watson said.
The embodiment of the disruptive, inclusive spirit of Prada’s new fragrance for women, Watson is a woman who is impossible to frame. She is deeply connected to an engaged generation vocal about change and empowerment and uses her influence in a way that inspires and motivates audiences of all ages and genders.
Prada Beauty is collaborating with Emma Watson and Good On You to enhance its ethical, transparent and sustainable business processes.