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Prada Beauty names Emma Watson as newest face

August 19, 2022 - Friday 3:08 PM by Carby Rose Basina

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Emma Watson has joined Prada and will front its upcoming women's fragrance!

The Italian fashion house revealed the news over Instagram with the relaunch of the British actor's iconic pixie cut.

"Emma Watson is Prada Beauty," it wrote. "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."

In a previous teaser post, Prada addressed the activist and UN Women Goodwill Ambassador as someone who is "sophisticated, fiercely feminine, intensely intellectual… She's everything, and it's the opposite. Always running towards the next version of herself."

Prada also called the Harry Potter star a "living paradox." 

"For this new campaign, the face and heart of Prada Beauty's new fragrance breaks the mould of the muse to narrate her own story and celebrate her every dimension…The elegance of a paradox. Coming soon."

In her debut photo, Watson matched her dramatic makeover with Prada's earrings, rose-tinted cheeks, and classic cat eye makeup.

"Prada has always gone beyond traditional models and archetypes of conceived beauty and is famous for a femininity that challenges conventions," the 32-year-old star said in a press release. "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."

Prada Beauty International's General Manager Yann Andrea adds, "Emma Watson possesses an empowered elegance and a mindful, engaged spirit, determined for positive evolution – the perfect embodiment of Prada's new feminine fragrance. Her sprawling body of work, from acting to activism, is beyond inspirational, each a signifier of her authenticity and ability to inspire emotion and speak to a young, engaged generation who demand authenticity."

The collaboration's yet-to-be-named fragrance will be revealed on August 22, 2022.