By  on April 26, 2013

LONDON — Prada is going on a charm offensive to launch its new scent, Prada Candy L’Eau, enlisting the talents of Roman Coppola and Wes Anderson to cowrite and codirect a film starring Léa Seydoux, the face of the campaign, who also starred in the first Prada Candy campaign and film.

“We didn’t think of it as a [TV commercial], we thought of it as a whole movie,” said Ana Trias, vice president of prestige designer fragrances for Puig, which holds the Prada fragrance license. “We chose Wes Anderson and Roman Coppola because they are having a statement within the world of contemporary film. You feel like you are in their films, not just watching it.”

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