In a groundbreaking move for her career, Emma Watson steps behind the camera to direct the captivating campaign for the new Prada Paradoxe perfume.

The film is a visual masterpiece: Emma Watson, immersed in lush nature, gracefully meditating in the treetops or exploring the depths of the sea. It’s a captivating journey. 

Prada’s latest fragrance campaign impeccably embodies the essence of paradox and celebrates the multifaceted power within each of us.

At the heart of this concept stands Emma Watson, a spokesperson who commands admiration across generations. 

She’s renowned for her unwavering commitment on multiple fronts: as a UN Women Goodwill Ambassador.

A dedicated feminist activist driving the HeForShe campaign, and a relentless advocate for global girls’ education. 

Beyond these impactful roles, the 32-year-old actress is also an ardent champion of environmental causes, especially within the realm of eco-responsible fashion. 

All these values converge in this campaign, permeated by Emma Watson’s boundless energy. Here, we meet an icon who shines brighter, inspires more profoundly, and embraces freedom with unbridled spirit.

Vogue speaks to Emma Watson, director of the Prada Paradoxe perfume campaign

1. You’ve likely been approached by numerous brands for collaborations. What set Prada apart? What significance does this brand hold for you?

Prada, under Mrs Prada’s vision, has forged a unique path in fashion. It acknowledges that while fashion can be lighthearted and superficial, there exist profound, stimulating, and philosophical ways to envision it. I have a penchant for eccentricity, so the prospect of being part of a Prada project genuinely excites me—it’s a brand that embraces curiosity and a free-spirited ethos.

2. How do you interpret the concept of “paradox”?

Upon reading the concept, it deeply resonated with me: the Prada woman is inquisitive and possesses a free spirit. I, too, am curious, and strive to maintain a free spirit within the constraints of our societal norms and the systems we navigate. This aspect captured my attention. It encapsulates how I’ve always perceived myself, and reading the story behind Prada Paradoxe reaffirmed this sentiment. Prada Paradoxe liberated me. The notion that I am ever-changing, yet fundamentally myself, appealed to me. Change is constant, but there’s an essence that remains unaltered. I am anchored in a continuous flow. “I am rooted, but I flow,” as Virginia Woolf eloquently put it. The woman in the advertisement embodies this spirit—alive and harmoniously attuned to the world. I’m also drawn to Lao Tzu’s philosophy that change comes “to the mind that is still, the whole Universe surrenders.” It’s a counterintuitive idea that the more you change, the more authentically yourself you become. I’ve contemplated extensively that life isn’t about “either/or,” but rather “both/and.” In many instances, I’ve chosen “and.” At times, I’ve wondered if I could be loved. By not having to choose, I’ve gained the certainty that I am loved. That I’m an integral part of nature.

I really wanted to be a part of something that empowers women with greater strength, freedom, influence, and self-assuredness.

3. What does the notion of multidimensional identity mean to you?

Multidimensional identity signifies embracing complexity, allowing room for moments of uncertainty, and being open to evolving without a fixed destination in mind. It’s not a sign of being adrift or lacking self-awareness, but rather a testament to your willingness to unearth different aspects of yourself, ultimately fortifying your character. Charting an unconventional course doesn’t imply a lack of direction; rather, it’s an exploration of every facet of your individuality. This journey shapes you into a complete being, and to me, that’s an immensely empowering concept. One of my most cherished Harvard graduation speeches was delivered by Steve Jobs. He emphasized that the true significance of your pursuits may not always be immediately apparent. It’s only in retrospect that you realize how crucial it is to follow your passions, even when they may not seem immediately rational, in order to arrive at your destination. It’s the passion that matters, and I take great pride in contributing to the exploration of this idea through this campaign.

4. Have you ever had an experience that revealed a side of your personality that you didn’t yet know?

Being both the actress and director of the commercial was a fortunate novelty for me. It unveiled an aspect of myself that I hadn’t previously encountered. Finally, I had a voice in how I am portrayed and how I narrate my own story.

5. What do you appreciate about the Prada Paradoxe fragrance? What sets it apart?

While I don’t consider myself a fragrance connoisseur, taking on this project meant that I had to become one! The scent is subtle yet uniquely captivating. What resonated with me was the notion of crafting a fragrance that marries timeless elegance with Prada’s characteristic touch of eccentricity. It’s about taking the classic and infusing it with a fresh perspective, making it contemporary and distinctively innovative. It strikes a balance between the familiar and the unprecedented. The meticulous artistry and precision in crafting this fragrance are truly commendable. The use of ecologically sourced amber, derived from sugar cane rather than sage, is a groundbreaking feat, requiring 100 times less farmland than traditional cultivation. Furthermore, the fragrance incorporates three sustainably grown ingredients: Moroccan neroli oil, vanilla infusion, and Calabrian bergamot heart. The sustainability of these components holds great significance for me. Additionally, a novel, renewable musk molecule with one of the world’s most potent diffusion capabilities was specially formulated for this fragrance. Notably, it marks the first instance of utilizing a technology capable of extracting the fragrance from the neroli bud prior to its blossoming. The composition of the fragrance demonstrates meticulous thought and intelligence, which is an added bonus for me. I truly cherished this experience.

6. What role does perfume play in your daily life and wellbeing?

To me, perfume is the essence of a person, a soul. It’s a profoundly sensory, emotive act that triggers memories. It transcends mere aesthetics. In truth, perfume delves into the intimate and the personal. It encapsulates a woman’s connection with herself. During lockdown, I pondered extensively on the distinction between sensuality and sexuality. I came to realize that sexuality often involves projecting or extending one’s energy outward, while sensuality is a moment dedicated to oneself—a redirection of energy inward. Hence, for me, perfume embodies a woman’s sensuality, not merely her sexuality.

7. How did you come up with the concept for this film?

I wanted to craft a cinematic creation, distinct from a music video or a mere series of visuals for an advertisement. I emphasized that if I were to embark on this project, I wanted to narrate a story and depict a genuine character experiencing a pivotal moment. Most people don’t know that I became an actress after winning a poetry contest at the age of eight. Words hold a special place in my heart. They serve as my mode of self-expression and a means to comprehend the world around me. Hence, during the COVID lockdown, I turned to poetry. When the proposal for Prada Paradoxe arrived, the weekend preceding the shoot, I sat down to meditate. However, stillness eluded me, for inspiration was flooding in from all directions. I was with a friend who playfully chided, “You’re not supposed to be working this morning!” Yet, I couldn’t cease writing. I promptly shared the text with two of my closest confidants, seeking their input: “Does this resonate with you? Am I onto something?” Their affirmation reassured me. I thought, “Alright, maybe I’m onto something here.” So I continued writing, and those very words became the essence of Prada Paradoxe.

Most people don’t know that I became an actress after winning a poetry contest at the age of eight

8. This is your first time as a director. It’s a considerably delicate task in itself. Having to be both in front of and behind the lens must have been a challenge. How did you prepare for it?

I was ready to say, ‘I have a way of seeing things, I have stories to tell.’ I have a camera or a way of seeing the world and I want to share that perspective. I want to be a pair of glasses that people can put on and see something different. In a way, I found it easy and obvious because in my head, I knew exactly what I wanted to achieve. It wasn’t as if someone else had to express it for me and I had to try and grasp their way of seeing things and bend to it. The story was already inside me, which made the performance easier and more fluid. I think the hardest part is trying to be in front of the camera and watching the feedback at the same time. It’s obviously physically impossible. And that’s where technology came in. As everything is shot digitally nowadays, having a portable monitor meant that if I was in the water, I could watch the recording very quickly after filming and get going again. Similarly, I could have an earpiece when we were doing more complicated technical editing, like this incredible drone shot, and a crew member would say in my ear, ‘Okay, the drone is coming on your right, it’s time to breathe,’ or ‘Close your eyes now’. Again, without technology, we wouldn’t have been able to achieve this level of precision.

9. Did you encounter any difficulties on the set?

There were certainly moments when being in front of and behind the camera created tension. There were a few specific moments when I felt that the two things weren’t compatible. But at the end of the day, you can’t have one without the other. I promised myself that I would give as much importance to the process of making the film as to the result. I want to feel joy and see beauty in the creative process. If I’m going to portray an empowered, free and joyful woman, I have to be a joyful, free and empowered woman while I’m doing it. If you don’t feel uncomfortable, you’re not doing your job properly. The term ‘activist’ actually comes from being active.

10. What did you learn about yourself on this shoot?

I’ve worked on a lot of film sets where gender equality was lacking. It became a personal mission for me to have more women around me. Recognizing the unique opportunity at hand, I endeavored to assemble a team of as many talented female collaborators as possible. In less than four weeks, securing available women proved challenging, particularly due to the underrepresentation of women in these professions. It was an ambitious undertaking. Ultimately, we triumphed, and I believe the outcome is all the more exceptional for it. It was a profoundly meaningful and emotional experience.

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​Source: Forbes