Tom Holland becomes the new face of Prada with Paradigme, the fragrance redefining masculinity

Tom Holland leads Prada’s new era with Paradigme, a fragrance that redefines masculinity through a contemporary lens.

Prada has taken a bold step in the world of men’s perfumery with the launch of Paradigme, its new fragrance fronted by Tom Holland — actor and entrepreneur — who embodies a modern, complex and emotionally authentic vision of masculinity. In an industry still dominated by archetypes, the Italian fashion house proposes a true shift in paradigm — both literally and symbolically — with an olfactory concept that challenges traditional structures in the market.

Holland’s selection is no coincidence. The British actor has proven to be much more than a movie star: he represents a generation seeking authenticity, sensitivity and purpose. In his own words, collaborating with Prada is an experience that fills him with confidence, and discovering Paradigme felt like finding an invisible extension of his identity. For him, fragrance is not just about scent — it defines, accompanies and transforms.

The scent of Paradigme is an unexpected construction. Created by renowned perfumers Marie Salamagne, Bruno Jovanovic and Nicolas Bonneville, the formula breaks away from the conventional olfactory pyramid, revealing its base notes from the very first moment. With accords of Peru balsam, benzoin and guaiac wood, the fragrance unveils a warm and sensual depth, uplifted by Calabrian bergamot and bourbon geranium. The result is a versatile scent, blending energy and comfort in equal measure.

The bottle design follows the maison’s aesthetic: precise geometry, sophisticated minimalism, and a distinctive green tone that sets it apart from the dominant blues of the men’s market. Sustainability also plays a key role: the bottle is refillable, partly made with recycled glass, and significantly reduces material use.

Behind the project, Miuccia Prada and Raf Simons have overseen every detail, alongside film director Thomas Vinterberg, who brings a genuine cinematic narrative to the campaign, set to launch on 18 August.