Overview

• Prada Beauty has unveiled Paradigme, its L’Oréal-licensed men’s fragrance, with Tom Holland as global ambassador.
• The campaign slogan “What if there’s another way?” signals a deliberate shift from alpha-male imagery toward nuanced expressions of masculinity.
• Global Brand President Yann Andrea cited young men’s tension between vulnerability and relentless strength as the inspiration behind the launch.
• Holland said wearing Prada clothing and Paradigme boosts his confidence on red carpets and that the woody, earthy scent connects him to personal memories.
• The collaboration leverages Prada’s fashion heritage and L’Oréal’s perfumery expertise to counter growing consumer fatigue in the traditional men’s fragrance market.