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Prada “hires” virtual muse for Candy launch

In a world first for the brand, Prada introduces Candy, a virtual muse as the face of a fragrance with the same name and unconventional spirit.

Born from a glitch, Candy is ethereal, driven by a continuous quest to question, connect and evolve. Inspired by the native world of TikTok, a series of shorts directed by Nicolas Winding Refn and captured by photographer Valentin Herfray see a physical fragrance, Prada Candy, meet a virtual muse, Candy.

As her own reality glitches, she begins to perceive another, expanding her existence through the power of technology. Free of constraints, her curiosity grows, new creative perspectives are opened and with them, an invitation to Rethink Reality.

“Candy” film campaign

The Prada Candy campaign series has been filmed by the award-winning film director, screenwriter and producer, Nicolas Winding Refn.

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Candy meets Candy (caption from the video campaign).© Prada/Nicolas Winding Refn


He is the acclaimed Danish creative mind behind Drive, The Neon Demon and the Pusher trilogy and now lends his bold, intensely imaginative vision to Prada Candy’s alternate, re-imagined reality, creating a space where the known interacts with the new.

“Candy” print pieces

French photographer Valentin Herfray pushes the limits of modern digital photography to extend our visual experience, defying the traditional medium of capturing imagery.

Prada Candy campaign introducing Candy virtual muse. Print pieces by Valentin Herfray. (PRNewsfoto/Prada). © Eastwind.

Working between art, fashion and technology, Herfray’s ability to play with perceptions of reality sees him deftly capture Prada Candy’s digital muse between ral and virtual dimensions.

Addictive and sweet fragance

The Candy fragance combines a joyful and addictive caramel accord with noble and warm benzoin resin, which brings unprecedented sophistication and elegance, to creatively fuse with a silky and enveloping cloud of white musks.

First launched in 2011, blended by master perfumer Daniela Andrier under the creative direction of Miuccia Prada, Prada Candy remains an iconic fragrance with a novel olfactory balance, an Amber gourmand combining exceptionally high-quality ingredients to rethink addiction.
The main frgance declines in four products with a different hue for discovering: Prada Candy Eau de Parfum; Prada Candy Night Eau de Parfum; Prada Candy Florale Eau de Toilette and Prada Candy Kiss Eau de Parfum.

Image over the headline.- Candy meets Candy (caption from the video campaign).© Prada/Nicolas Winding Refn

Related extermnal links:

PRADA CANDY – RETHINK REALITY – SENSATIONS (video)

PRADA CANDY – RETHINK REALITY (video)

Related Eastwind Marketing links (Spanish edition):

¿Preparados para la era del influencer no humano?
(Prepared for the not human influencer’s era?)

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