Emma - Articles/Press - Vogue 2022
Emma Watson for Prada 2022
For the first time in her career, Emma Watson goes behind the screen to imagine the fascinating new campaign of Prada's new fragrance Paradoxe.By Melanie Nauche
September 26, 2022.
September 26, 2022.
The film was unveiled a few days ago on the screen: Emma Watson projected into lush nature, meditating on top of trees or diving to the bottom of the sea... The campaign of the new perfume of the house Prada perfectly embodies the notion of paradox, and the power of the different personalities that everyone has.
Behind this concept, Emma Watson, spokesperson for an entire generation, commands admiration by leading battles on all fronts: UN Women Goodwill Ambassador, feminist activist behind the HeForShe campaign, committed to girls' education around the world... The 32-year-old actress is also a fervent defender of the environment and fights in particular for a more eco-responsible fashion. So many values that we find in filigree in this campaign, imbued with the energy of the actress. Meeting with an icon, more inspiring, bright and free than ever.
Meeting with Emma Watson, director of Prada's Paradoxe perfume campaign.1. I imagine you've already been approached by many brands for collaborations. What made the difference with Prada? What does this brand mean to you?
Ms. Prada has managed to create fashion in her own way, recognizing that fashion can be frivolous and superficial, but that there are thoughtful, interesting, provocative and philosophical ways to imagine it. And I like eccentricity, which is why the idea of being part of a Prada project makes me very excited, it's a curious and free-spirited brand.
2. What does the concept of "paradox" mean to you?
When I read the concept, it really resonated with me: the Prada woman is curious and has a free spirit. I myself am really curious, I try to have a free mind as much as possible, given the constraints of society and the system in which we live. It caught my attention. This is how I felt when I read the story of the creation of Prada Paradox. I immediately understood that I had always been a paradox. Prada Paradox freed me. I liked the idea that I'm never the same, but always myself. Things are changing. But it is something that is immutable. I am anchored in a flow. "I'm rooted, but I'm sinking." It's from Virginia Woolf. It's that woman in this ad. It is alive and in tune with the world. I also like Lao Tzu's idea that change happens "to the mind that is motionless. The whole universe is abandoning itself." It's the opposite concept that the more you change, the more you are yourself. I've been thinking a lot about the fact that life is not about "or" but about "and." This and that. In my life, I have chosen the "and" a lot. Sometimes I wondered if I could be loved. By not having to choose, I was able to have the certainty of being loved. That I am part of nature.
Behind this concept, Emma Watson, spokesperson for an entire generation, commands admiration by leading battles on all fronts: UN Women Goodwill Ambassador, feminist activist behind the HeForShe campaign, committed to girls' education around the world... The 32-year-old actress is also a fervent defender of the environment and fights in particular for a more eco-responsible fashion. So many values that we find in filigree in this campaign, imbued with the energy of the actress. Meeting with an icon, more inspiring, bright and free than ever.
Meeting with Emma Watson, director of Prada's Paradoxe perfume campaign.1. I imagine you've already been approached by many brands for collaborations. What made the difference with Prada? What does this brand mean to you?
Ms. Prada has managed to create fashion in her own way, recognizing that fashion can be frivolous and superficial, but that there are thoughtful, interesting, provocative and philosophical ways to imagine it. And I like eccentricity, which is why the idea of being part of a Prada project makes me very excited, it's a curious and free-spirited brand.
2. What does the concept of "paradox" mean to you?
When I read the concept, it really resonated with me: the Prada woman is curious and has a free spirit. I myself am really curious, I try to have a free mind as much as possible, given the constraints of society and the system in which we live. It caught my attention. This is how I felt when I read the story of the creation of Prada Paradox. I immediately understood that I had always been a paradox. Prada Paradox freed me. I liked the idea that I'm never the same, but always myself. Things are changing. But it is something that is immutable. I am anchored in a flow. "I'm rooted, but I'm sinking." It's from Virginia Woolf. It's that woman in this ad. It is alive and in tune with the world. I also like Lao Tzu's idea that change happens "to the mind that is motionless. The whole universe is abandoning itself." It's the opposite concept that the more you change, the more you are yourself. I've been thinking a lot about the fact that life is not about "or" but about "and." This and that. In my life, I have chosen the "and" a lot. Sometimes I wondered if I could be loved. By not having to choose, I was able to have the certainty of being loved. That I am part of nature.
I really wanted to be part of something that gives women more strength, freedom, power and self-confidence.
3. How does the notion of multidimensional identity speak to you?
A multidimensional identity means that it's normal to be complex, not always logical, not knowing exactly what you want, or who you want to be, at every moment. It doesn't mean you're lost or don't know who you are, just that you're exploring another side of yourself, and it makes you stronger. Just because you do differently doesn't mean you don't know where you're going: you're exploring every aspect of your personality. This is what makes you a full-fledged being and it is, for me, a powerful concept. One of my favorite Harvard graduation speeches is by Steve Jobs. He explained that you can't always understand the meaning of what you're doing, and that it's only with hindsight that you realize that doing what you love (even if it doesn't seem logical) is essential to reaching your destination. What counts is passion and I am proud to be part of the exploration of this concept through this advertisement.
4. Have you ever had an experience that revealed a facet of your personality that you didn't know yet?
I was fortunate to be both the actress and the director of the commercial, which was completely new to me. It revealed a facet or part of myself that I had never seen before. I finally had a say in how I am represented and how I tell my own story.
5. What do you like about Prada Paradoxe perfume? How do you think it differs?
I am not an expert in perfumes, but by participating in this project, I had to become a little! The scent is subtle and unique. I loved the idea of creating a fragrance that was an iconic classic, but with one difference, a touch of eccentricity typical of Prada. Take something classic and transform it, approach it from another angle, make it modern, make it different, place it at the forefront. It's both a familiar fragrance and something I've never smelled before. The level of know-how and the specificity of the creation of the perfume are remarkable. It consists of amber obtained in an ecological way. This is extremely innovative because it is naturally derived from sugar cane rather than sage, which requires 100 times less farmland than traditional cultivation. The fragrance also consists of three sustainably grown ingredients, namely Moroccan neroli oil, vanilla infusion and Calabrian bergamot heart. As you can imagine, the durability of these ingredients means a lot to me. A new molecule of renewable musk with one of the most powerful diffusion power in the world has even been created for this fragrance. It is also the first time that technology capable of extracting the fragrance from the neroli bud has been used before it hatches. The composition of the perfume has been thought out with great care and intelligence, which is for me a bonus. I really had a wonderful experience.
6. What place does perfume play in your daily life, and for your well-being?
For me, perfume is the imprint of a person, a soul. It is a very sensory, emotional gesture, which stimulates memory. It's not just about beauty. To tell the truth, the perfume touches on the intimate and the personal. It is the relationship that a woman has with herself. During the lockdown, I thought a lot about the difference between sexuality and sensuality, and the fact that sexuality is very often about presenting or pushing your energy outward, while sensuality is a moment for you. It's about directing your energy inward. So, for me, perfume is about a woman and her sensuality, not her sexuality.
7. How did you come up with the concept of this film?
I wanted to make a cinematographic work and not a clip or an advertisement that would only be a series of images. I made it clear that if I did this project, I wanted to tell a story and represent a real character who is living an important moment. Most people don't know I became an actress because I won a poetry contest at the age of eight. I really like words. It's my way of expressing myself. That's how I understand the world. So during the COVID lockdown, I started writing poems. When I received the proposal for Prada Paradoxe, the weekend before filming, I sat down to meditate and I didn't hold in place because the inspiration came from all sides. I was with a friend who said, "You're not supposed to work this morning!" And I couldn't stop writing. I sent the text to two of my closest friends and asked them, "Does this appeal to you? Am I putting my finger on something? And they said, "Yes, it appeals to me." I thought, "Okay, maybe I'm pointing to something." So, I kept writing and those are the words I ended up using for Prada Paradox.
A multidimensional identity means that it's normal to be complex, not always logical, not knowing exactly what you want, or who you want to be, at every moment. It doesn't mean you're lost or don't know who you are, just that you're exploring another side of yourself, and it makes you stronger. Just because you do differently doesn't mean you don't know where you're going: you're exploring every aspect of your personality. This is what makes you a full-fledged being and it is, for me, a powerful concept. One of my favorite Harvard graduation speeches is by Steve Jobs. He explained that you can't always understand the meaning of what you're doing, and that it's only with hindsight that you realize that doing what you love (even if it doesn't seem logical) is essential to reaching your destination. What counts is passion and I am proud to be part of the exploration of this concept through this advertisement.
4. Have you ever had an experience that revealed a facet of your personality that you didn't know yet?
I was fortunate to be both the actress and the director of the commercial, which was completely new to me. It revealed a facet or part of myself that I had never seen before. I finally had a say in how I am represented and how I tell my own story.
5. What do you like about Prada Paradoxe perfume? How do you think it differs?
I am not an expert in perfumes, but by participating in this project, I had to become a little! The scent is subtle and unique. I loved the idea of creating a fragrance that was an iconic classic, but with one difference, a touch of eccentricity typical of Prada. Take something classic and transform it, approach it from another angle, make it modern, make it different, place it at the forefront. It's both a familiar fragrance and something I've never smelled before. The level of know-how and the specificity of the creation of the perfume are remarkable. It consists of amber obtained in an ecological way. This is extremely innovative because it is naturally derived from sugar cane rather than sage, which requires 100 times less farmland than traditional cultivation. The fragrance also consists of three sustainably grown ingredients, namely Moroccan neroli oil, vanilla infusion and Calabrian bergamot heart. As you can imagine, the durability of these ingredients means a lot to me. A new molecule of renewable musk with one of the most powerful diffusion power in the world has even been created for this fragrance. It is also the first time that technology capable of extracting the fragrance from the neroli bud has been used before it hatches. The composition of the perfume has been thought out with great care and intelligence, which is for me a bonus. I really had a wonderful experience.
6. What place does perfume play in your daily life, and for your well-being?
For me, perfume is the imprint of a person, a soul. It is a very sensory, emotional gesture, which stimulates memory. It's not just about beauty. To tell the truth, the perfume touches on the intimate and the personal. It is the relationship that a woman has with herself. During the lockdown, I thought a lot about the difference between sexuality and sensuality, and the fact that sexuality is very often about presenting or pushing your energy outward, while sensuality is a moment for you. It's about directing your energy inward. So, for me, perfume is about a woman and her sensuality, not her sexuality.
7. How did you come up with the concept of this film?
I wanted to make a cinematographic work and not a clip or an advertisement that would only be a series of images. I made it clear that if I did this project, I wanted to tell a story and represent a real character who is living an important moment. Most people don't know I became an actress because I won a poetry contest at the age of eight. I really like words. It's my way of expressing myself. That's how I understand the world. So during the COVID lockdown, I started writing poems. When I received the proposal for Prada Paradoxe, the weekend before filming, I sat down to meditate and I didn't hold in place because the inspiration came from all sides. I was with a friend who said, "You're not supposed to work this morning!" And I couldn't stop writing. I sent the text to two of my closest friends and asked them, "Does this appeal to you? Am I putting my finger on something? And they said, "Yes, it appeals to me." I thought, "Okay, maybe I'm pointing to something." So, I kept writing and those are the words I ended up using for Prada Paradox.
Most people don't know I became an actress because I won a poetry contest at the age of eight.
8. This is your first time as a director. This is a considerably delicate task in itself. Having to be both in front of and behind the lens must have been a challenge. How did you prepare for it?
I was ready to say, "I have a way of seeing things, I have stories to tell." I have a camera or a way of seeing the world and I want to share that perspective. I want to be a pair of glasses that people can put on that make them see something different.
In a way, I found it easy and obvious because in my head I knew exactly what I wanted to achieve. It wasn't like someone else had to speak out for me and I had to try to grasp their way of seeing things and complying with them. The story was already in me, which made the performance easier and smoother.
I think the hardest part is trying to be in front of the camera and watch the return at the same time. This is obviously physically impossible. And that's where the technology came in. Since everything is shot digitally today, having a portable monitor allowed me, if I was in the water, to watch the recording very quickly after filming and leave. Similarly, I could get an earpiece when we were doing more complicated technical edits, like this incredible shot with a drone, and a team member would say in my ear, "Ok, the drone is coming to your right, it's time to breathe" or "Close your eyes now." Again, without the technology, we would not have been able to achieve that level of accuracy.
9. Did you face any difficulties on set?
There have certainly been times when being in front of and behind the camera has created tension. There were a few specific moments when I felt that these two things were not compatible. But in the end, they can't go one without the other. I promised myself that I would give as much importance to the process of making the film as to the result. I want to feel joy and see beauty in the creative process. If I am to represent an autonomous, free and joyful woman, I must be a joyful, free and autonomous woman while I do it. If you don't feel uncomfortable, it's because you're not doing your job properly. The term "activist" comes from being active.
10. What did you learn about yourself during this shoot?
I worked on many film sets and there was no parity. So I knew it was important for me to see more female faces around me. I also knew it was a unique opportunity to bring as many female employees as possible, and to challenge production to bring as many talented women into the team. In less than four weeks, it has been difficult to find available women, especially because there are fewer women in these trades. It was an ambitious challenge. We have finally achieved this and I think the result is all the better. It was really special and touching.
I was ready to say, "I have a way of seeing things, I have stories to tell." I have a camera or a way of seeing the world and I want to share that perspective. I want to be a pair of glasses that people can put on that make them see something different.
In a way, I found it easy and obvious because in my head I knew exactly what I wanted to achieve. It wasn't like someone else had to speak out for me and I had to try to grasp their way of seeing things and complying with them. The story was already in me, which made the performance easier and smoother.
I think the hardest part is trying to be in front of the camera and watch the return at the same time. This is obviously physically impossible. And that's where the technology came in. Since everything is shot digitally today, having a portable monitor allowed me, if I was in the water, to watch the recording very quickly after filming and leave. Similarly, I could get an earpiece when we were doing more complicated technical edits, like this incredible shot with a drone, and a team member would say in my ear, "Ok, the drone is coming to your right, it's time to breathe" or "Close your eyes now." Again, without the technology, we would not have been able to achieve that level of accuracy.
9. Did you face any difficulties on set?
There have certainly been times when being in front of and behind the camera has created tension. There were a few specific moments when I felt that these two things were not compatible. But in the end, they can't go one without the other. I promised myself that I would give as much importance to the process of making the film as to the result. I want to feel joy and see beauty in the creative process. If I am to represent an autonomous, free and joyful woman, I must be a joyful, free and autonomous woman while I do it. If you don't feel uncomfortable, it's because you're not doing your job properly. The term "activist" comes from being active.
10. What did you learn about yourself during this shoot?
I worked on many film sets and there was no parity. So I knew it was important for me to see more female faces around me. I also knew it was a unique opportunity to bring as many female employees as possible, and to challenge production to bring as many talented women into the team. In less than four weeks, it has been difficult to find available women, especially because there are fewer women in these trades. It was an ambitious challenge. We have finally achieved this and I think the result is all the better. It was really special and touching.