A magnetic fragrance will never get old, but the idea of canonical traditional masculinity may. As conversations around identity and masculinity continue to evolve, Prada Beauty is reaffirming its partnership with Omar Ayuso, whose public persona and creative trajectory remain closely aligned with the vision behind Prada Beauty’s Paradigme. Through the ongoing collaboration, the Spanish actor and filmmaker continues to embody a generation less concerned with labels and more with self-expression, reinvention and authenticity.
Best known for challenging conventions both on and off screen, Ayuso has emerged as a cultural figure whose multidimensional approach to creativity mirrors the fragrance’s own concept. The idea of a “paradigm” in constant evolution sits at the heart of both the scent and the actor’s public image, making him a natural reflection of the contemporary man Prada seeks to portray: one defined not by fixed expectations but by the freedom to evolve.
That philosophy extends to the fragrance’s design. Prada Paradigme reinterprets the house’s iconic triangle-shaped bottle through a bold black-to-green gradient while maintaining a strong focus on sustainability. Every format is fully refillable, underscoring Prada Beauty’s commitment to eco-design and a more responsible approach to luxury.
Created by perfumers Marie Salamagne, Bruno Jovanovic and Nicolas Bonneville, the amber woody fragrance combines Calabrian bergamot, airy musks and Bourbon geranium with a warm base of Peru balsam and guaiac wood. The result is a scent conceived as a reflection of contemporary masculinity — one that, much like Ayuso himself, is not presented as a fixed destination but as an open space for contradiction, creativity and constant reinvention.
