Paradigme Eau de Parfum

Prada launched Paradigme in 2025 as its new signature men’s fragrance. The name forms an extended anagram of Prada and refers directly to Paradoxe, the house’s women’s fragrance, of which it is meant to be the counterpart.

A question as a manifesto

The house presents the fragrance around a question: what if there were another way? It proposes a masculinity in which confidence becomes curiosity, strength becomes finesse, and success becomes the freedom to shape one’s own model.

An inverted pyramid

Marie Salamagne, Bruno Jovanovic, and Nicolas Bonneville invert the usual order of composition: they start from the base and work up to the top, echoing the triangle that serves as Prada’s logo. The house sees in it an ambery woody signature, between enveloping warmth and freshness.

Marie Salamagne sums up the project as one of audacity: in her words, the aim was to shake up classicism and propose a new model, more sensual and more magnetic. The house classifies the fragrance among its ambery woody scents.

A refillable bottle

The bottle is refillable, and Prada highlights the savings in glass, plastic, and metal made possible by a 150 ml refill. The launch campaign brings together Tom Holland and the director Thomas Vinterberg.