Never The Same, Always Myself featuring Zendaya

Zendaya stars as the global ambassador for Prada Beauty in a new cinematic campaign for Prada Paradoxe, directed by Academy Award winner Barry Jenkins. Built around the tagline ‘Never the same, but always myself,’ the campaign celebrates women’s multidimensional identities and the idea that strength, vulnerability and complexity can coexist without being defined by a single label.

The campaign also introduces Prada Paradoxe Sweet Chemistry Eau de Parfum, featuring notes including blackcurrant syrup, orange blossom absolute and a creamy neroli milk accord. The fragrance is presented as an extension of the campaign’s focus on individuality, balancing softness and confidence.

Zendaya anchors the campaign’s modern, glamorous aesthetic, appearing in signature Prada looks that blend classic styling with contemporary fashion. Jenkins’ cinematic direction reinforces the idea of a woman who can continually evolve while remaining authentically herself.