Prada Spring/Summer 2026 Campaign

Prada’s continual investigation of the meaning of fashion is matched by an exploration of the ever-evolving role of the advertising campaign. Here, its visuals are shifted, its duration challenged, and a surprise second act debuts.

A reconsideration of the Spring/Summer 2026 Prada collections by Miuccia Prada and Raf Simons, this second of act features the same collection, and the same cast - John Glacier, Levon Hawke, Nicholas Hoult, Damson Idris, Carey Mulligan, Hunter Schafer, Liu Wen. It is a reinterpretation, a reimagining that reflects the inherent plurality of Prada.

For this iteration of the campaign, those constants are reframed and recontextualized through the work of the American artist Jordan Wolfson, who insistently challenges his audiences with intense and through-provoking works spanning animatronics, robotics, virtual reality, holography, digital animation, and innovative wall-based pieces. Inventing new realities that both reflect and transform our own, 

Wolfson’s reference-points are drawn from contemporaneous culture and our image-saturated society to create otherworldly characters, instigate new narratives. His work is immersive, exploring perceptions of the world around us and how technologies and images can define the way we think.

In line with Wolfson’s body of work, his collaboration with Prada on this Spring/Summer 2026 campaign invents unnamed, unreal, and dreamlike creatures, defined by complex visual imaging, that interact with the campaign cast in both stills and video - imagination made tangible. Beginning his career in video art, the campaign marks Wolfson’s first return to the medium since his work Riverboat Song (2017-18).

A series of images act as a teaser to the culmination of the project in a short film, in which those artists, actors and models chant a mantra: “I, I, I, I am…” It is both declaration and proposition, left tantalizingly incomplete.

Its declarative statement left unfinished, Wolfson’s intervention in the Spring/Summer 2026 Prada campaign opens ceaseless possibilities, multiplicities of identity and being, of what Prada can be, how it can be perceived, and re-perceived, through constantly-questioned conventions of an advertising campaign.