3 hours ago
Omar Ayuso Redefines Masculinity as Ambassador for Prada Beauty’s Paradigme Fragrance
READ TIME: 13 MIN.
Omar Ayuso, the openly gay Spanish actor who rose to fame as Omar Shanaa in Netflix’s hit series Élite, has been revealed as the ambassador for Prada Beauty’s latest masculine fragrance, Paradigme, in a campaign that is making waves across the fashion and LGBTQ+ communities . The announcement, accompanied by visually striking campaign images and videos, marks Ayuso’s official entry into the elite world of global beauty ambassadorship—a space that has historically excluded openly LGBTQ+ figures from leading roles.
Prada Paradigme, the new fragrance from Prada Beauty, is billed as a sophisticated blend of ambery woods, green bourbon geranium, and a heart of Calabrian bergamot. The campaign’s aesthetic is sleek, modern, and unapologetically bold, with Ayuso appearing in high-fashion ensembles (all Prada, naturally) and exuding an aura of self-assuredness and mystery . While Tom Holland leads the cinematic arm of the fragrance’s global launch, Ayuso’s presence in the visual campaign is deliberately positioned to amplify themes of fluid identity, individuality, and emotional vulnerability .
Prada’s decision to spotlight Ayuso—a figure celebrated for his authenticity, openness about his sexuality, and advocacy for LGBTQ+ visibility—signals a conscious effort to move beyond traditional representations of masculinity. The campaign’s messaging emphasizes that Paradigme is “for those shaping their journey via exploration,” directly aligning the fragrance’s ethos with Ayuso’s own narrative of self-discovery and cultural impact .
Ayuso’s appointment as ambassador comes at a critical time for LGBTQ+ visibility in the luxury beauty sector. Historically, mainstream fragrance campaigns have featured cisgender, heterosexual male celebrities, often reinforcing narrow ideals of masculinity. Ayuso’s unapologetic embrace of his queer identity, both on-screen and off, offers a compelling counter-narrative that resonates with a global audience seeking more nuanced depictions of gender and sexuality .
In interviews and public appearances, Ayuso has repeatedly stressed the importance of living authentically and advocating for LGBTQ+ rights, making him not only an influential cultural figure but also a role model for young LGBTQ+ people around the world. The Prada Paradigme campaign, therefore, transcends commercial promotion—it becomes an act of cultural affirmation, inviting audiences to challenge rigid boundaries and embrace a more inclusive understanding of self.
The fashion and beauty industries have made incremental progress towards greater diversity and inclusion, but Ayuso’s collaboration with Prada stands out for its intentional celebration of fluid identity. In campaign visuals, Ayuso’s poses and presence signal confidence, vulnerability, and a refusal to conform to outdated standards . Prada’s choice is particularly significant given the brand’s global reach and reputation for setting industry trends.
The fragrance itself is designed to evoke a sense of complexity—“like you’ve got your life together, but in a sensual, ‘I’m also a little bit mysterious’ kind of way,” as one commentator notes . This messaging dovetails with Ayuso’s public persona and his history of playing multifaceted characters who challenge societal expectations.
Ayuso’s journey from Élite’s emotionally charged drama to the international stage of luxury beauty is emblematic of the evolving opportunities available to openly LGBTQ+ actors. After wrapping the eight-season run of Élite, Ayuso has expanded his repertoire to include fashion campaigns, musical theater, and literary adaptations, including an upcoming Audible production of Jane Austen’s Pride and Prejudice in which he plays Mr. Darcy . His versatility and willingness to take on challenging roles have established him as one of the most dynamic talents of his generation.
For LGBTQ+ audiences, Ayuso’s rise is particularly meaningful; it demonstrates that queer identities are not only welcome but valued in spaces that were once inaccessible. Prada’s collaboration with Ayuso is thus both a commercial and cultural milestone, reflecting a changing landscape in which authenticity, diversity, and creativity are increasingly prioritized.
The impact of Ayuso’s ambassadorship is likely to extend beyond the immediate success of the Prada Paradigme campaign. Industry analysts note that visible LGBTQ+ representation in global campaigns can influence consumer attitudes, foster greater acceptance, and encourage other brands to follow suit . Prada’s decision to center a queer actor in its messaging also reflects broader shifts in the luxury sector, where inclusivity and social responsibility are increasingly recognized as essential.
As Ayuso continues to build his career, his partnership with Prada sets a new standard for what ambassadorship can mean—one that is rooted in visibility, affirmation, and the celebration of fluid identity. For LGBTQ+ communities worldwide, this collaboration offers both inspiration and affirmation, signaling that luxury, beauty, and authenticity are not mutually exclusive.
