Emma Watson Fronts Prada’s New Fragrance Campaign

Fashion house Prada has announced that actress, activist and UN Women Goodwill Ambassador Emma Watson has been chosen to be the face of their new women’s fragrance.

The fragrance, which is set to launch worldwide on August 22nd, will be Watson’s first collaboration with the brand.

Watson makes her directorial debut for the fragrance’s short film, and was photographed by Harley Weir for the print campaign.

In a press release for the campaign, Watson is described as “the embodiment of Prada’s disruptive new women’s fragrance, rewriting the codes of femininity on a perpetual self-evolution that is never the same, yet always genuine to her.”

“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,” Watson says.

In addition to the new fragrance campaign, Prada Beauty is working with Emma Watson and Good On You to improve its sustainability, ethical and disclosure practices.

For more on Prada’s new fragrance, visit PradaBeauty.com.