OBJECTS
20th June, 2026
There is something quietly surreal about Prada’s latest Days of Summer campaign. Against expanses of golden sand, familiar city skylines rise unexpectedly in the background, creating a dreamlike collision of metropolis and shoreline. The result is a world that feels simultaneously real and imagined—an urban beachscape that could only belong to Prada.
Photographed by David Sims, the campaign stars Bella Hadid, Damson Idris, Louis Partridge and Liu Wen, each inhabiting individual islands of calm within the city. Sometimes the surrounding architecture recedes almost entirely from view; at other moments, skyscrapers and brick facades emerge at the edge of the frame, gently disrupting the illusion of a traditional seaside retreat.
In an era when many luxury campaigns compete for attention through spectacle, Prada’s latest offering feels refreshingly restrained, relying instead on atmosphere and suggestion. The images invite contemplation rather than demanding attention, allowing the viewer to linger on the subtle interplay between landscape, architecture and clothing.
The imagery echoes the spirit of the Days of Summer 2026 collection itself. Prada continues its exploration of contrasts, pairing metropolitan tailoring with relaxed resort dressing and blending elements traditionally kept apart.
Casual silhouettes are elevated through precise construction, while swimwear-inspired pieces coexist effortlessly with refined city staples.
This tension between ease and elegance has long been central to Prada’s design language. Here, it is expressed through landscapes as much as clothing. The beach becomes an unexpected extension of the city, while the city itself takes on the languid rhythm of summer.
Under the creative direction of Miuccia Prada and Raf Simons, the collection reflects a wardrobe designed for movement between worlds—between work and leisure, structure and spontaneity, familiarity and escape. Rather than resolving these opposites, Prada celebrates them, finding beauty in their coexistence.
More than a seasonal campaign, Days of Summer 2026 is a visual meditation on modern life and the shifting boundaries between reality and fantasy.
Through Sims’ lens, Prada invites us to imagine moments of stillness amid the energy of the city—a reminder that summer is not always a destination, but sometimes a state of mind.
