Prada names Emma Watson as beauty ambassador

Prada has announced that actress and UN Women Goodwill Ambassador Emma Watson will front its new women's fragrance campaign, serving as the brand's latest beauty ambassador.

Launching worldwide from 22 August, the Prada Paradoxe fragrance marks Watson's first collaboration with the luxury brand.

The partnership will see the actress make her directorial debut for the creation of the fragrance's film short. The collaboration is captured by photographer Harley Weir for its print campaign.

Prada is also working with Watson and Good On You to improve its sustainability, ethical and disclosure practices.

Commenting on the partnership, Emma Watson said: "Prada has always gone beyond traditional models and archetypes of conceived beauty and is famous for a femininity that challenges conventions. It's a pleasure to create a campaign and represent a fragrance with such a profound philosophical concept and sustainability initiatives in a way that feels genuinely real and relevant."

Yann Andrea, General Manager at Prada Beauty International, said: "Emma Watson possesses an empowered elegance and a mindful, engaged spirit, determined for positive evolution – the perfect embodiment of Prada's new feminine fragrance.

"Her sprawling body of work, from acting to activism, is beyond inspirational, each a signifier of her authenticity and ability to inspire emotion and speak to a young, engaged generation who demand authenticity."