In this brand new campaign, the actress Emma Watson stars in the campaign, directs, and narrates in addition to writing.
After a career spent portraying the full gamut of film's humanity, for the first time Emma Watson is focusing on producing behind the scenes in partnership with beauty.
In the new Prada Paradoxe fragrance ad campaign, Watson plays several roles, including director, narrator, writer and star. Harley Weir, the renowned photographer known for challenging gender stereotypes, shot the campaign.
"Why should I be framed?" asks Emma Watson in the short film. "Boxes are always too small. I celebrate my imperfections, I do my days in joy. I'm never the same, but I'm always myself." In it, Watson showcase a number of personas; from a dancer to an artist, from an explorer to someone who's completely at peace with herself.
Featuring tangerines, pears, and white flowers, it's a visual celebration of Prada Paradoxe.
"When Prada asked me to be the face of their new fragrance campaign, I asked if I could direct it.," explained Emma Watson on Instagram. "Months later, and I'm able to share the results of the faith they shared in me, with all of you. I can't wait to share this piece of my art, and hope that you enjoy it as much as I enjoyed making it."
True to Watson's eco-conscious philosophy, Prada Paradoxe prides itself on being a refillable fragrance. The Italian brand is also working with Watson and ethical fashion experts Good On You to improve its sustainability and transparency practices.