Prada Holiday 2025 comes in three acts, and yes, you can smell it from here

I watched Prada’s Holiday 2025 drop twice, then a third time with the sound off. My nose still filled in the blanks. That is the trick here. The first film is officially fragrance-free, yet its cast is a mood board of what we think we smell on beautiful people. Maya Hawke, Damson Idris, Louis Partridge, Letitia Wright, and Li Xian glide through frames that feel cool to the touch. No atomizers, no notes listed, just the suggestion of skin and silk. It dares you to project your own scent fantasy.

Then Prada flips the card. Prada Beauty’s holiday chapter turns the lights up and the atomizers on, all mirror shine and crisp edits. It is where the fantasy breaks into spritzes. Prada has been building a clear language around its bestsellers, and this film leans right into it. If you have worn Prada Paradoxe or anything from Luna Rossa, you can almost hear the cap click. I’m not here to repeat corporate poetry. I’m here to tell you the imagery is calibrated to make your wrist twitch toward a bottle.

And about that bottle. The coda is a tidy how-to, with Tom Holland demonstrating a refill on a so-called Paradigme bottle. Paradigme is a Prada name I associate with bags, not juice, but the silhouette screams refill culture. Maybe it is a quiet rename, maybe a teaser. Either way, the message is unmistakable. Refillable is no longer the side story, it is the close-up. As someone who actually hauls empties to the recycling bin, I appreciate a brand that makes the ritual feel chic instead of dutiful.

What I like here is the sequencing. Seduction without scent, then scent with full glam, then the mechanics of living with the bottle you chose. It respects the way we shop now. We flirt, we commit, we maintain. If the first act made you imagine cedar on Damson Idris or iris on Maya Hawke, the second gives you the spritz, and the third hands you the tool kit. Clean, clever, slightly mischievous. Exactly how a holiday campaign should smell.