British actor Tom Holland has stepped into the spotlight once again—this time as the face of Prada’s latest men’s fragrance, Paradigme. The Spider-Man star’s collaboration with the renowned Italian fashion brand for the ad signifies a dramatic change in the ways that smell, identity, and style are used to express modern masculinity. After the success of its women’s fragrance, Paradoxe, Prada is now targeting the men’s fragrance market. Paradigme is a statement rather than merely a launch.
A Scent That Defies Convention
The structure of fragrances is usually top-to-base. But Paradigme flips this idea quite extraordinarily. Instead of leading with lighter notes and finishing with deeper ones, it begins with bold, grounding base notes that reveal themselves first. This unusual approach mirrors Prada’s famous triangular logo, and it is an intentional break from tradition.
At the bottom, Paradigme contains a rich blend of Peru balsam, guaiac wood, and benzoin resin. These notes add a rich amber essence to the fragrance. As the fragrance dries down, it reveals a floral heart of green bourbon geranium and pale rose. The final impression is completed with fresh top notes of Calabrian bergamot and clean musk—a crisp infusion that softly floats away.
The result is a fragrance that surprises the senses—starting deep and bold, then fading into something crisp and contemporary.
A Design That Speaks Volumes
The bottle itself is as gorgeous as the scent. Its green-to-black ombré finish and sharply defined triangular silhouette make for packaging that is a nod to the heritage of Prada but embraces an edgy futurism. Its bevelled edges and black cap add to the haptic loveliness, making it as much a design object as a perfume vessel.
Interestingly, sustainability has not been ignored. The container is recyclable and partly recycled glass. The outer packaging is FSC-approved, highlighting Prada’s commitment to more responsible production.
Holland: The New Face of Modern Masculinity
Tom Holland was not chosen to embody Paradigme by coincidence. Holland, who is renowned for his natural charm and emotional vulnerability, injects new life into the universe of haute couture and perfumery. He embodies the fragrance rather than merely wearing it.
According to Yann Andrea, Global President of Prada Beauty, Holland represents the modern man that Paradigme is designed for—someone who is comfortable in their skin and is not afraid to show vulnerability.
Speaking to the press, Holland shared how his connection to fragrance has grown over time. He mentioned that he previously did not wear much fragrance, but everything changed after he tried Paradigme. Now, fragrance has become a personal form of self-expression for him—something subtle and invisible, yet essential, like part of an outfit.
A Campaign With Substance
The fragrance will be supported by a global campaign launching mid-August. Directed by Thomas Vinterberg, the campaign features a cinematic portrait of Holland that moves away from the expected high-gloss glamour. Instead, it assumes something more inward-looking—an exploration of identity and self-assurance in a modern-day setting.
Conceived under the creative direction of Miuccia Prada and Raf Simons, the campaign seeks to reflect the values at the heart of Paradigme: self-awareness, elegance, and individuality.
Redefining What a Fragrance Can Be
Gone are the days when strength was measured by volume or bravado. Forget the clichés—Paradigme brings a new kind of masculinity to the forefront: calm, confident, and unapologetically real.
As masculinity continues to evolve, Prada introduces a fragrance that meets the moment—refined, unexpected, and grounded in sustainability. With Tom Holland fronting the fragrance, Paradigme makes its mark with subtle strength. It’s not about concealing identity but revealing it with discretion and purpose.
