Prada’s second campaign for Spring/Summer 2026 redefines the boundaries of fashion and visual storytelling. Creative directors Miuccia Prada and Raf Simons invite audiences to reconsider the limitless possibilities of what Prada can be. Central to the campaign is the mantra “I, I, I, I am…,” chanted by the cast and purposely left incomplete; the declaration serves as both a question and an affirmation, creating an open-ended interpretation of personal identity, artistry, and the essence of Prada.

Featuring a cast of John Glacier, Levon Hawke, Nicholas Hoult, Damson Idris, Carey Mulligan, Hunter Schafer, and Liu Wen, the campaign is reimagined through the creative lens of American artist Jordan Wolfson. Known for consistently challenging his audience, Wolfson draws references from contemporary culture, creating an ultra-curated, uncanny reality to explore new narratives. The campaign introduces life-sized, bird-like animations interacting with the models in both still images and film. These dreamlike figures provoke viewers to reflect on how technology and art inform our sense of reality and beauty.

Photographed by Oliver Hadlee Pearch, the campaign explores new terrains of visual storytelling and provocation. A testament to fashion’s power to evoke thought, the advertisement demonstrates how technological advancement and purposeful artistic vision can redefine how we perceive fashion imagery.