The Prada Paradigme fragrance for men is designed to challenge traditional scent structures.

The new scent rewrites the usual structure of scent by revealing its base notes first—Peru balm, benzoin, and guaiac wood—then layering in floral bourbon geranium and a flash of bergamot on top. It’s warm and fresh, classic and offbeat, everything all at once.

Even the bottle, a refillable green flacon shaped with sharp geometry, breaks away from the usual navy-colored crowd, presented with clean, architectural lines, a deliberate departure from conventional designs.

The campaign, directed by Thomas Vinterberg, leans into the question driving the fragrance: What if there’s another way? It’s about opening things up—an approach that feels very Prada. Holland appears in a series of stylized visuals that walk the line between cinema and fashion film.