Emma Watson directs and fronts Prada's latest fragrance campaign

By Sarah Parsons | Published: 19-Aug-2022

The Harry Potter star and women's rights activist will mark her directorial debut with the L'Oréal brand

Prada has hired actress Emma Watson to direct a short film for its new fragrance line Paradoxe.

The partnership marks the Harry Potter star's directorial debut, who will also front the upcoming campaign set to release on 22 August.

"Emma Watson possesses an empowered elegance and a mindful, engaged spirit, determined for positive evolution – the perfect embodiment of Prada’s new feminine fragrance," said Yann Andrea, Prada Beauty's International General Manager.

"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."

Watson, a UN Women Goodwill Ambassador, was previously an ambassador for fellow L'Oréal-owned brand Lancôme.

The 32-year-old describes Prada, which includes a virtual influencer named Candy among its spokespeople, as going "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," she added.

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