PRADA INTRODUCES NEW signature: MASCULINE FRAGRANCE, PRADA PARADIGME

[Dubai, United Arab Emirates, August 6^th, 2025] Since 1913, Prada has been creating dialogue and questioning conventions, inviting creative experimentation to open new perspectives. Today, that story continues with Prada Paradigme: a fragrance that transcends traditional preconceptions by asking – What if there’s another way?

Made with intention for those shaping their journey via exploration, Prada Paradigme examines the interplay between the inner self and the outer world. Encapsulating a characteristically Prada tension, the result is an artful Ambery Woody signature that is complex in its simplicity, bold in its restraint – and imbued with the brand’s signature avant-garde twist.

PRADA PARADIGME: WHAT IF THERE’S ANOTHER WAY

An augmented anagram of “Prada”, the name Paradigme continues the signature initiated by Paradoxe, serving as an invitation to resist the constraints of conformity and embark upon an adventure of finespun shifts exploring multiple ways of expressing one’s identity.  Rejecting stasis in favor of unending motion, experimentation, and individuality, it sidesteps the norm and encourages subtle shifts that open new possibilities. Confidence is redefined as curiosity; strength as finesse, and success as the freedom to create one’s paradigm.

Paradigme: [pa-ruh-dym] noun. A new perspective. A new way of thinking, doing, being.

Staying true to Prada’s commitment to unconstrained creativity, Paradigme is the work of myriad experiences; the culmination of a collaboration between three perfumers renowned for their craftsmanship: Marie Salamagne, Bruno Jovanovic, and Nicolas Bonneville. Born out of dynamic conversations and experimentations, Prada Paradigme redefines masculine perfumery through unexpected compositions.

The layering of notes in a fragrance is traditionally visualized as a pyramid, opening on top notes, followed by the heart and finally the lingering base. In a symbolic echo of the iconic Prada triangle, Paradigme inverts this structure, tracing its composition from the bottom up in what is termed a ‘reverse pyramid’. The result is an unexpected yet highly sophisticated fragrance that rethinks the traditional way to create a fragrance, finding new expression and possibility through an inverted architecture.

“Inverting the conventions of composition to create a ‘reverse pyramid’ allowed the fragrance to unfold uniquely, with base notes emerging first and gradually revealing heart and top notes. This inversion creates a truly captivating and unexpected experience.”

Nicolas Bonneville, Perfumer

ANOTHER WAY TO CRAFT A SIGNATURE SCENT

From the first moment, Paradigme asserts its difference, opening a new olfactive paradigm of sophisticated, avant-garde masculinity, oscillating between enveloping warmth and exhilarating freshness.

As the reverse pyramid unfolds, at the Ambery Woody base, Peru Balm, Benzoin resin and Guaiac wood bring a smoky, resinous texture that is simultaneously vigorous, luminous, and addictive. This innate and heady sensuality lies in contrast with the frgrance heart, creating a surprising dialogue with a duo of geranium extracts – a green aromatic of energizing freshness and an iconic code of masculine fragrances, now reinvented with floral, rosy facets. Finally, this pulsing heart, alive with vibrant plant energy, encounters uplifting Calabrian bergamot heart and airy musks – bringing an unparalleled brilliance that prolongs the sense of vibration.

“Paradigme is an irresistibly harmonious experience of tension, through which the senses navigate endlessly, between softness and freshness, strength and delicacy, power and subtlety.”

Marie Salamagne, Principal Perfumer

Olfactive Family: Ambery woody

Notes:

Top: Calabrian Bergamot Heart

Middle: Bourbon Geranium

Base: Ambery Woods

ANOTHER WAY TO DESIGN AN ICONIC BOTTLE

Locating radical sophistication in restraint, the architectural silhouette and absolute refinement of the Paradigme bottle capture the unmistakable minimalism of the Prada signature and immediately invites curiosity. Artfully playing with contrasts, the bottle explores the juxtaposition between the sleek and the tactile to create an object of elegance and a statement of modernity. The tilt of the triangle and the beveled lines create an architectural gesture, while the gradient of the green glass reveals hidden depths. Crowned with the same distinctive jet-black cap as its Paradoxe counterpart, the Paradigme bottle forms a tangible link between the two iconic fragrance families. The outer box further recalls the aesthetic codes of Prada Paradoxe, appearing in the brand’s signature Saffiano leather cross-hatching, heat-stamped in silver.  

“When conceiving the Paradigme bottle, we drew upon the Prada fragrance archives, then looked for ways to reimagine the design through a contemporary lens. The green color feels unexpected; the beveled edge of the inverted triangle emerges as a tactile and surprising detail. In this way, it is characteristically Prada, being both undeniably sophisticated, but with a touch of eccentricity.”  

Coralie Salem, Creative Director, Prada Beauty

Prada Paradigme is an Eau de Parfum available in the following sizes:

10ml / 0.3fl oz Travel Size

50ml / 1.7fl oz

100ml / 3.4fl oz

150ml / 5.3fl oz Refill

TOM HOLLAND, THE EMBODIMENT OF THE PRADA PARADIGM SHIFT

Tom Holland, actor and entrepreneur, embodies the spirit of Prada Paradigme. Since beginning his career at the age of 12 on London’s West End stage, he has gone on to build an extensive filmography, earning widespread critical acclaim, most notably for his performance as Spider-Man, a role he has inhabited since 2016.  Holland's influence extends beyond the screen, encompassing entrepreneurial and philanthropic endeavors, including his family-founded charity, The Brother’s Trust.

Humble yet electric, Holland encapsulates the Paradigme man, exuding a quiet confidence that remains unafraid of showing vulnerability and an understated determination that never needs to shout to succeed. Brimming with playful wit, he is a natural entertainer who captures the collective spirit of the zeitgeist while retaining an intrinsically individual magnetism that exists only in the space between outward expectation and internal instincts. Ever the creator of his own narrative; he continues to shape another way.

ANOTHER WAY TO CREATE

The Prada Paradigme campaign celebrates motion, experimentation, growth and finding the way to one’s authentic narrative, as Tom Holland is seen through the lens of acclaimed Director Thomas Vinterberg.

Vinterberg, a graduate of the National Danish Film School, first gained recognition with his Oscar-nominated short film Sidste Omgang. He achieved further acclaim with The Celebration (Danish: Festen, 1998), which won the Jury Prize at Cannes, The Hunt (Danish: Jagten, 2012) and the Oscar-winning Another Round (Danish: Drunk, 2020), further cementing his reputation as a major cinematic force. Having spearheaded the avant-garde filmmaking movement, Dogme 95, Vinterberg is known for his striking aesthetics and challenging portrayals of contemporary identity, often reacting against conventional narrative filmmaking.

Accepted norms and patterns are called into question, allowing new frameworks to be formed, and re-broken; Vinterberg's experience and ability to continuously find alternative ways to create made him the natural choice to direct the Prada Paradigme campaign. The film celebrates the realization that identity relies not on a single truth, but a myriad of self-discoveries that collide to shape a new expression of the whole.

“I’ve spent a lot of time filming young people, and I’ve seen firsthand the pressure they’re under. There’s this constant tension around identity, behavior, and how they present themselves in a world primarily shaped by social media. Prada is an intelligent, curious brand, and I felt there was potential to create something real — possibly something that could offer a bit of freedom or relief for young people. My work is about asking questions, and in this project, the question itself felt like part of the answer.”

Thomas Vinterberg, Director

Dynamic, uplifting, and expansive in its scope, the campaign, nevertheless, retains a strong sense of the personal. One particularly poignant scene features Holland watching a childhood video of himself dancing; a concept Holland himself brought to the director. He then asked his mother to retrieve the video, weaving his personal history into the fabric of the campaign and inspiring viewers to consider the myriad paths of self-discovery, encouraging them to embrace new possibilities, and ultimately, find their own authentic narrative.

FUNCTIONALITY & RESPONSIBILITY

Prada Beauty has a responsibility to propose design objects and initiatives that promote positive change. The Prada Paradoxe range was designed with refillability as a core element from the start and with Paradigme, Prada Beauty reinforces this commitment. Crafted with sustainability in mind, a 150ml refill helps consumers save 65% glass, 75% plastic, and 100% metal when compared to three new 50ml bottles of Prada Paradigme.

Driven by a shared ambition to promote positive behavioral change, Prada Beauty partnered with Emma Watson in 2022 to showcase the art of refilling and encourage consumers to cherish their fragrance bottles as treasured, refillable objects. Tom Holland, as the face of Paradigme, continues this mission with an engaging and playful video showcasing the bottle's refillable design, inspiring mindful choices in a way that is both informative and captivating.

Reconciling creativity and responsibility is integral to every facet of Prada Paradigme, from the fragrance's composition to its packaging. The scent is built on four sustainably sourced ingredients including Bourbon Geranium, Peru balsam, Guaiac wood, and Calabrian Bergamot. Furthermore, the glass bottles contain 15% recycled glass and are recyclable and the boxes are FSC™ MIX certified.