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Paradigme

Since 1913, Prada has continuously challenged convention, shaping new ideas through creativity and experimentation. With 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.

SHOP THE NEW FRAGRANCE

Le Parfum

Prada Paradigme Le Parfum evolves the vision of Paradigme into a new dimension of intensity. Its Ambery Woody signature deepens the composition through ambery woods, a leathery vanilla accord, and a reimagined geranium with candied floral facets. The result is a hyper-lasting trail that accompanies those who express their identity with curiosity and authenticity, opening new perspectives on contemporary masculinity.

Eau de Parfum

Created by Master Perfumers Marie Salamagne, Bruno Jovanovic, and Nicolas Bonneville, Prada Paradigme redefines masculine perfumery through an unexpected olfactory structure: the inverted fragrance pyramid. The composition opens with an intense smoky blend of Peru balsam, benzoin resin, and guaiac wood, bringing warmth and depth. At its heart, a double geranium extract—aromatic, green, and floral—is illuminated by Calabrian bergamot and airy musks, lending the fragrance a radiant lightness. Paradigme embodies Prada’s signature tension: refined yet bold, understated yet deeply expressive.

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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