Prada Candy is a dramatic departure from the brand’s existing stable of scents, which began in 2005 with Amber for women, and has since featured a series of “Infusions” inspired by a single flower. Here’s the official description of Prada Candy – Prada Candy is instantly seductive – pure pleasure wrapped in impulsive charm. In an explosion of shocking pink and gold, Prada Candy takes us on a walk on the wild side, showing us a new facet of Prada femininity where more is more and excess is everything.

In an interview, provided by Prada, perfumer Daniela Andrier explained how the fragrance reflects the well-known brand. According to her, “Prada fashion can have very strong colours, incredible shoes, everything exaggerated and, still, by an amazing miracle, not be too much … When you smell Prada Candy, it’s not overpowering. It’s a way of making things look just right, but not in a compromised way. Our world is dictated by compromise, but Prada Candy is about exaggeration. It has a revolutionary spirit.”

Packaged in an archived lavender Prada print, Infusion de Tubéreuse draws from the iris and blends notes of Indian tuberose, petitgrain bigarade, Italian blood orange and dynamone. The corresponding men’s fragrance for the year, Infusion De Vétiver combines African spices and ginger in an eau de toilette.

Cost will range from $74-$135, and it will come with body lotion and shower gel. It will be available at Prada boutiques and high-end stores such as Saks, Barneys and Bergdorf.

Available only in a women’s scent, this eau de parfum comes in three sizes, including the deluxe 80ml which has a rechargeable black fabric atomiser (see below), making it easily one of the most glamorous things you’ll have on your dressing table.

L’Eau joins the Prada Classic family of Amber, Amber Intense and Amber pour Homme. An ancillary line is also being released to fragrance-layer up the scent with the addition of body lotion, bath and shower gel, body cream and body powder with puff.

The ad campaign is really cool and quite beautiful, drawing on comparisons between classical and modern beauties in a marble frieze of living models shot by Steven Meisel. They’re clearly urging one to transcend the pressures of modern life to a place of contemplation. In the print ads, the muses playfully spray the fragrance on each other. This frieze echoes the Prada SS09 campaign which also featured models in a bas-relief shoot.

Below are a couple screenshots from the visual collage at prada.com

The new ‘Amber’ fragrance has been captured in a graphic, animated short film, called “Fallen Shadows”, which also doubles as the fragrance’s new advertising campaign being shown in 300 Italian cinemas.

Created by James Lima, the film is to be screened before and after films in designated cinemas until December 31. Meanwhile, the print advertisement for the fragrance are running simultaneously in Italian, American and British-based media.