Tom Holland Fronts Prada’s Boldest Fragrance Yet
Prada has launched Paradigme, its largest-ever men’s fragrance debut, marking a bold new direction in the brand’s expanding beauty portfolio. With actor Tom Holland fronting the campaign and a fresh approach to scent composition, Paradigme seeks to redefine modern masculinity through its groundbreaking blend of notes and sustainable design.
Crafted by renowned perfumers Marie Salamagne, Bruno Jovanovic, and Nicolas Bonneville at DSM-Firmenich, the scent opens with warm and enveloping notes of Peru balm absolute, benzoin resin, and guaiac wood. A floral heart of bourbon geranium brings rosy vibrancy, while Calabrian bergamot adds freshness at the top.
The campaign, launching on August 18, benefits from Holland’s strong connection with the brand and widespread recognition. In interviews, Holland has praised Paradigme’s versatility and understated character, describing it as “an invisible accessory” that instils quiet confidence and individuality. He notes that the fragrance’s complex blend—at once fresh and warming—makes it suitable for many moods and occasions.
Creatively, the project bears the fingerprints of both Miuccia Prada and Raf Simons, who remain deeply involved with the creative direction of Prada Beauty. The bottle, featuring an angular silhouette and distinctive green hue, stands apart from the darker tones commonly found in men’s fragrances.
Notably, the bottle is both refillable and sustainable: made with 15% recycled glass and incorporating biosourced ingredients, its refill system reduces glass consumption by 65%, plastic by 75%, and eliminates metal waste altogether.
Paradigme is a key part of Prada Beauty’s wider ambition to cement its presence across fragrance, skincare, and makeup. With Paradoxe now ranking among the top 10 women’s scents in major global markets, the brand has successfully expanded into colour cosmetics and skincare, particularly resonating in Asia.
Standout products include the Reveal Mesh Cushion Foundation, the Monochrome Soft Matte Lipstick, and the Pradascope Lengthening Mascara. Industry insiders suggest Paradigme could reach EUR 200 million in first-year retail sales.
