Prada introduces Paradigme, a new men’s fragrance fronted by Tom Holland, created to disrupt the conventions of scent design. Instead of following the traditional pyramid, Paradigme opens with its foundation: rich base notes of Peru balm, benzoin, and guaiac wood. From there, it builds upward with floral bourbon geranium and a spark of bergamot — a blend that’s warm yet fresh, classic yet subversive.

Its refillable flacon mirrors this departure from the norm. Rendered in deep green with sharp geometric lines, it stands apart from the sea of navy bottles, reflecting Prada’s architectural minimalism.

Directed by Thomas Vinterberg, the campaign embraces the guiding question: What if there’s another way? Stylized visuals blur the boundaries between fashion film and cinema, casting Holland in a narrative that’s as unexpected and compelling as the fragrance itself.