Milan, April 22^nd, 2026 – Beaches, within cities – plains of sand atop skyscrapers, swimming in the air, in impossible contrasts that are distinctly Prada.
The instinctive collisions of attitude at the root of the Prada Days of Summer 2026 collection are expanded through its accompanying advertising campaign, featuring Bella Hadid, Damson Idris, Louis Partridge, and Liu Wen. Photographed by David Sims, each occupy metropolitan islands, individual oases, contradictory landscapes within cityscapes. Sometimes, figures are framed purely within the calm purity of the beach – in others, the city creeps in.
The juxtaposition of different realities echo contrasts within these clothes, where casual mixes with elegance, occasion with undress, metropolitan tailoring with swimwear – hybrids, fusions, amalgams, all characteristic of Prada. Like these images, within these clothes the classic, the known and the loved are reconsidered, through ever-shifting perspectives.