While filmmakers making commercials between feature projects is hardly unusual, few luxury campaigns arrive with this much combined star power. Barry Jenkins, the Oscar-winning filmmaker behind “Moonlight” and “If Beale Street Could Talk,” has directed Zendaya in a new cinematic campaign for Prada Beauty.
The campaign introduces Zendaya as Prada Paradoxe’s new global ambassador and centers on the brand’s latest fragrance, Prada Paradoxe Sweet Chemistry. Built around the line “Never the same, but always myself,” the short plays on the public and private contradictions of Zendaya’s identity, presenting the actress as someone continually evolving without allowing herself to be easily defined.
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“I love how Paradoxe celebrates complexity, capturing both strength and vulnerability without trying to frame or define someone,” Zendaya said in a statement. “For me, the fragrances we choose are a reflection of how we move through the world. Joining the brand felt like a completely natural extension of that mindset, especially since Paradoxe was already a personal favorite that I wore long before I was approached.”
Sweet Chemistry is described as a fruity-floral fragrance combining blackcurrant syrup, orange blossom absolute, and a neroli milk accord. The campaign extends Zendaya’s existing relationship with Prada while placing her alongside Tom Holland, who serves as the face of the company’s Prada Paradigme fragrance.
For Jenkins, the spot represents another visually polished detour from narrative filmmaking. After directing Disney’s “Mufasa: The Lion King,” Jenkins has remained attached to several developing projects, including a film inspired by the life of choreographer Alvin Ailey.
Watch Jenkins’ Prada Paradoxe campaign starring Zendaya below.
