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Emma Watson fronts and directs Prada’s new-fragrance campaign film

The actress, activist, and UN Women goodwill ambassador makes her directorial début in her first collaboration with Prada
August 18, 2022/18.54

Emma Watson will front Prada’s next fragrance campaign, for a new scent launching on August 22.

The campaign film has been directed by Watson herself, in her directorial début, while Harley Weir has shot the print campaign.

It marks her first collaboration with Prada.

‘Prada has always gone beyond traditional models and archetypes of conceived beauty and is famous for a femininity that challenges conventions. It’s a pleasure to create a campaign and represent a fragrance with such a profound philosophical concept and sustainability initiatives in a way that feels genuinely real and relevant,’ said Watson in a release.

‘Emma Watson possesses an empowered elegance and a mindful, engaged spirit, determined for positive evolution—the perfect embodiment of Prada’s new feminine fragrance. Her sprawling body of work, from acting to activism, is beyond inspirational, each a signifier of her authenticity and ability to inspire emotion and speak to a young, engaged generation who demand authenticity,’ said Yann Andrea, Prada Beauty’s international general manager.

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Filed by Lucire staff