Surrounding its new fragrance launch — La Femme Prada for women and L’Homme Prada for men — Prada has developed a marketing concept that features “multiple women and men, but who are shown to have interchangeable identities.”
As part of the campaign’s video, La Femme Prada and L’Homme Prada are presented as a “pair of equals” with their scents serving as an “olfactory map” for true masculinity and true femininity. Prada’s video for the La Femme et L’Homme Prada line was shot by photographer Steven Meisel, as featuring actress Mia Wasikowska. Ansel Elgort stars in the L’Homme Prada video.
Both fragrances were developed by Daniela Roche Andrier.