Style.com

April 20 2014

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Exclusive: We Want Candy

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When we got a sneak peak of Prada Candy, the latest fragrance launch from the Italian fashion house, it was described as not just a new scent but as a “communications project.” The notion of a media-spanning campaign is not a new one for Prada, which has enlisted manga cartoonists to push its eyewear and independent filmmakers to sell its bags in the past. This time, to properly convey the playful feeling behind its latest eau—a musk, benzoin, and caramel-accord concoction—the brand has wrangled image maker Jean-Paul Goude to create an exclusive short film, which is getting its online premiere here. Inspired by the Apache dance, an intense tête-à-tête performed by Paris street gangs in the early twentieth century, the vignette is “a tale of seduction, a love game,” and stars emerging French cinema star Léa Seydoux. “It’s always the men who are leading, never the women,” Goude says. “This time, it’s the contrary.” Click to watch above.

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