Prada names new face of beauty line

Prada has named actress Emma Watson (pictured above) the new ambassador for Prada Beauty. Watson will be fronting the brand’s latest women’s fragrance, Prada Paradoxe, which has launched worldwide.This marks Watson’s first collaboration with the brand and her directorial debut for the creation of the fragrance’s short film that is screened across Prada’s social media platforms. She is also seen in Prada’s print campaign, captured by photographer Harley Weir, in her iconic pixie haircut.

Apart from fronting the luxury brand’s latest fragrance launch, the UN Women Goodwill ambassador will also be working with Prada Beauty to improve its sustainability, ethical and disclosure practices.

Watson is known to be vocal about change and empowerment, wielding her influence in a way that inspires and motivates audiences of all ages and genders. According to Prada, Watson’s razor-sharp intelligence, dynamic elegance, and authentic multi-dimensionality make her the embodiment of the brand’s disruptive new women’s fragrance.

Prada’s reveal of Watson as its new brand ambassador was followed by tremendous positive sentiments from netizens. Netizens have expressed their excitement about Watson’s directorial debut and applauded Prada for providing Watson with the opportunity to direct her own film. Some examples of such comments include “Me dropping US$200 on perfume just because Watson directed it” and “This is incredible! Thank you for giving her this amazing opportunity. You couldn’t have picked a better ambassador”.

Watson said: “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 possesses an empowered elegance and a mindful, engaged spirit, determined for positive evolution – the perfect embodiment of Prada’s new feminine fragrance,” Yann Andrea, Prada Beauty’s international general manager, said. “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.”

Early this year, Prada also appointed a new brand ambassador, Chinese actress Zhen Shuang. However, the Italian luxury fashion house had cut ties with the actress after the latter was embroiled in a surrogacy controversy, just a week after Shuang was appointed brand ambassador, according to Reuters. The news of Shuang’s termination as Prada’s brand ambassador broke out as Prada announced on Weibo that it has terminated all partnerships with Shuang, but did not provide additional details.

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