When Calvin Klein released CK One in the '90s, it was the first "unisex" fragrance on the market with wide popular appeal.
And now, more and more fragrance companies are embracing scents marketed to both men and women, including Prada.
The fashion house's latest offerings, La Femme Prada and L'Homme Prada, challenge our notions about gender, especially the role it plays within the olfactory experience. Each fragrance takes the most clichéd masculine and feminine scents, juxtaposing them with "contradictory" notes, in order to "disrupt the status quo," as noted in a press release.
Fronting the campaign for L'Homme and La Femme Prada are millennial actors, Mia Wasikowska, Mia Goth, Dane DeHaan and Ansel Elgort, who discuss gender fluidity and changing social norms in a behind-the-scenes campaign video, which you can watch above.
"The ideas of male and female, they're becoming a lot less relevant," Goth explains in the one-minute clip. She tells W Magazine she was a "classic girly-girl as a child" and "growing up has meant letting go of preconceptions."
"People today don't have to define themselves as one thing. That's an exciting place to be, though it's taken long enough. Being a woman, or an adult in general, means honoring the fact that you don't know what is going to happen, and dealing with it in an elegant way," she explains.
As for DeHann, he tells W "the worst thing you can say to a boy is 'Don't cry.'"
"I try to have emotional intelligence that I think a lot of men lack or deny. Men may have more physical strength, but that doesn't get you very far. The strength is in being able to embrace your femininity," he says.
The official campaign for L'Homme Prada and La Femme Prada, shot by Steven Meisel, will be revealed on Sept. 5th. In the meantime, you can check out the campaign photos below and watch the behind-the-scenes clip above.