With paradigms, Prada redefines the codes of the male perfumery. Tom Holland embodies an idea of force that arises from vulnerability, in a countryside signed Thomas Vinterberg.
Since 1913, Prada has not stopped questioning the conventions, crossing the territories of fashion and design with a critical, intellectual approach, capable of transforming aesthetics into a gesture of thought. Today this inheritance is renewed in an olfactory dimension with Prada Paradigme, a male fragrance that does not limit itself to evoking sensations, but who questions, deconstructs and reconstructs.
What If There’s Another Way? It is the question that guides the essence of paradigms. A challenge to the conformism of traditional olfactory codes, but also an invitation to the freedom to define themselves according to ever new trajectories. Paradigms is not just a perfume, it’s an idea. A tension, a movement, an evolving thought. In line with his name – an increased anagram of “Prada” – breaks with the immobility of the conventions and embraces experimentation as a fundamental act of contemporary masculinity.
The result is an olfactory composition that stands out for “a reverse pyramid”, as Nolos Bonneville explains, where the background notes emerge first, drawing an architecture that reverses the rules of classical perfumery. Just as the famous triangle Prada represents a subversive visual emblem, paradigms translates its iconoclastic into formula: from the amber and boisé base, an olfactory narrative that surprises, evolves, fascinates.
To embody the spirit of paradigm is Tom Holland, an actor with a dazzling career but also an entrepreneur and philanthropist, an emblematic figure of the generation that seeks in vulnerability a new force. Holland represents the paradigm man with a security that does not need to be declared, a charisma that arises from silence and introspection. The campaign, directed by Thomas Vinterberg, is a hymn to the multiplicity of identity and beauty of becoming.
