In Prada’s latest fragrance campaign, Paradigme, actor Tom Holland embodies a quiet confidence that mirrors the scent itself — refined, grounded, and refreshingly understated. Paradigme reflects a modern shift in masculinity, where presence is valued over projection and grooming becomes an act of self-care rather than performance.
Crafted by perfumers Marie Salamagne, Bruno Jovanovic, and Nicolas Bonneville, Prada Paradigme redefines masculine perfumery with an unexpected structure: the reverse pyramid. The fragrance opens with a bright note of Calabrian bergamot, while a heart of bourbon geranium introduces a crisp, herbaceous green that disrupts conventional woody structures. Anchored by an ambery woody base, Paradigme achieves a sophisticated duality — where verdant freshness tempers warmth and tradition meets subtle rebellion.
This duality is echoed in the bottle design. Prada’s iconic inverted triangle is reimagined in a gradient lacquer that fades from black to green, visually articulating the tension between structure and fluidity.
With Holland as its face, 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.
Τhe Campaign
Actor and entepreneur 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
Photo Prada
