Yesterday, Prada announced Emma Watson as the new face of the brand’s upcoming women’s fragrance which showcases the British actress and activist returning to her iconic pixie cut in a campaign shot by Harley Weir.
In the first image release, Emma is wearing Prada orange double satin dress from the Spring 2022 collection styled with Prada plaque-shaped earring.
On their Instagram Prada said, ‘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.” Prada added “Sophisticated, fiercely feminine, intensely intellectual. She’s everything and its opposite. Always running towards the next version of herself.”
When it comes to brands working with celebrities, the first thing I do is look back on their red carpet catalogue to see if there were any clues that this ambassador role was in the making, and there was none.
In fact, you have to go back as far as 2011 for the last time I could find Emma Watson wearing Prada for her Today Show appearance and The Late Show with David Letterman. (If you know of any earlier Emma x Prada sightings, please let me know in the comments.)
The reason for this – I’m sure – must come down to her environmental activism, as Emma’s fashion choices have reflected those concerns.
She was very much ahead of the “fashion activism” game when it comes to championing sustainable fashion, often opting to wear vintage on the red carpet during her Harry Potter days.
So that is why I’m very curious to see if this beauty union will transfer into a red carpet one.
In a statement Emma said, ‘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.”
Credit: Vogue.com & Prada
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