Cover Emma Watson named Prada’s latest beauty muse (Photo: Courtesy of Prada)

The Italian fashion house has unveiled a new perfume campaign starring British actor Emma Watson

Emma Watson, who made her name in the Harry Potter franchise, has been tapped by Prada to front the launch of its new fragrance Prada Paradoxe.

The house announced the news on its official Instagram last week, stating: “Emma Watson is Prada Beauty. Our muse is more than just a muse. More than just a face. More than the perfect embodiment of the Prada woman. She’s the epitome of female modernity, a celebration of female multi-dimensionality across the world.”

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In addition to being the face of the new fragrance, the star also made her debut as a director with a short film dedicated to the release. 

“Prada has always gone beyond traditional models and archetypes of conceived beauty and is famous for a femininity that challenges conventions,” says Watson. “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.”

Prada Paradoxe features a warm blend of neroli essence, amber accord and white musk.

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