Rauw Alejandro has been named the new brand ambassador for Prada Beauty, leading the launch of the Prada Paradigme men’s fragrance. The move deepens his reach into luxury branding and syncs beautifully with his musical momentum.

He broke the news via social media: “Trying new things and daring to find a different path is how I write my own story every day.” The campaign is getting traction — the YouTube announcement has 32,000 views thus far (he has 15 million subscribers) and on Instagram (where he has over 21 million followers) the posts are generating strong engagement.

This appointment arrives at a peak moment for Rauw. He’s currently touring globally on the Cosa Nuestra World Tour, hitting arenas and festivals across North America, Europe, and Latin America. In September, he dropped Cosa Nuestra: Capítulo 0, keeping his profile high in both music and media. Meanwhile, in June 2025 he was tapped as ambassador for Buchanan’s Whisky through the “Asados Unidos” campaign — a branding play that fuses music, culture, and heritage.

To give more context on how artist-fragrance partnerships can perform: Rauw’s contemporaries offer useful comparisons. Maluma’s collaboration with BOSS has yielded strong social traction — the initial Instagram announcement has over 4.7 million views, and his combined BOSS-related posts exceed 14 million views. On the BOSS YouTube channel, promotional content tied to that partnership has also crossed 25,000 views. On the Rihanna side, her J’Adore Dior campaign video, J’ADORE, THE FILM, currently shows over 4.3 million views.