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Paradigme

Since 1913, Prada has continuously challenged convention, shaping new ideas through creativity and experimentation. With Prada Paradigme, that legacy takes a bold new form-a fragrance that invites us to reconsider what we know and explore identity from a different angle. Paradigme is more than scent; it is a question: What if there’s another way? Rooted in individuality and movement, it speaks to those who shape their story through exploration.

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The Fragrance

Crafted by perfumers Marie Salamagne, Bruno Jovanovic, and Nicolas Bonneville, Prada Paradigme redefines masculine perfumery with an unexpected structure: the reverse pyramid. It opens from the base with a bold, smoky blend of Peru Balm, Benzoin resin, and Guaiac wood, creating an addictive and warm foundation. This is contrasted by a vibrant heart of dual geranium extracts-aromatic, green, and floral-bringing both energy and complexity. The composition is lifted by Calabrian bergamot and airy musks, adding radiance and clarity. Paradigme embodies the tension at the heart of Prada: refined yet daring, restrained yet expressive. It’s a modern take on masculinity, rooted in contrast and layered expression.

The Campaign

Actor and entrepreneur Tom Holland brings Paradigme to life in a film directed by Thomas Vinterberg, known for his emotionally charged and visually powerful storytelling. The campaign explores identity as movement-shaped by personal history, curiosity, and constant reinvention. In a standout moment, Holland watches a childhood video of himself dancing-an authentic and intimate gesture that reflects the spirit of Paradigme. The film invites us to rethink how we define ourselves, celebrating vulnerability, individuality, and the courage to create a narrative that’s truly our own.

Director: Thomas Vinterberg
Photographer: Glen Luchford

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