Eerder deze maand is bekend geworden dat Emma het nieuwe gezicht is van modemerk Prada. Zo staat ze o.a. model voor het nieuwe parfum Paradoxe en stond ze er op de promotiecampagne te regisseren.

http//: Screencaptures
http//: Screencaptures – Making Of

After years of bringing characters to life on screen, Emma Watson has stepped behind the camera for the first time, in partnership with Prada beauty.

The new ad campaign for the Prada Paradoxe fragrance sees Watson wear many different hats, taking on the roles of director, narrator, writer and star. The campaign was shot by famed photographer Harley Weir, who is known for challenging the female gaze through her imagery.

“Why should I be framed?” asks Watson in the short film. “Boxes are always too small. I celebrate my imperfections, I do my days in joy. I’m never the same, but I’m always myself.” In it, Watson inhibits a variety of personas; from a dancer to an artist, from an explorer to someone who’s completely at peace with herself.

It’s a visual ode to to Prada Paradoxe, a multi-faceted scent that goes from a burst of shimmering tangerines and pears to a bouquet of white flowers.

“When Prada asked me to be the face of their new fragrance campaign, I asked if I could direct it.,” explained Watson on Instagram. “Months later, and I’m able to share the results of the faith they shared in me, with all of you. I can’t wait to share this piece of my art, and hope that you enjoy it as much as I enjoyed making it.”

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True to Watson’s eco-conscious philosophy, Prada Paradoxe prides itself on being a refillable fragrance. The Italian brand is also working with Watson and ethical fashion experts Good On You to improve its sustainability and transparency practices.