Prada presents Days of Summer 2026, the new advertising campaign that reimagines summer through a visual world suspended between the city and the beach. The concept revolves around urban beaches: stretches of sand appearing within metropolitan settings, on top of skyscrapers or seemingly suspended in the air, creating unexpected contrasts that are unmistakably Prada.
Starring Bella Hadid, Damson Idris, Louis Partridge and Liu Wen, the campaign is photographed by David Sims. The talents move through contradictory landscapes, from metropolitan islands to personal oases, where the quiet purity of the beach meets the presence of the city.
The Prada Days of Summer 2026 campaign amplifies the duality at the heart of the collection: casual codes meet elegance, beachwear blends with metropolitan tailoring, and informal simplicity coexists with refined sophistication.
As in the images, the garments reinterpret classic, familiar and beloved elements through a constantly evolving perspective. The result is a visual narrative that presents summer not as a fixed destination, but as a state of mind: urban, free and sophisticated.
The creative direction of the maison is by Miuccia Prada and Raf Simons, while the campaign creative direction is by Ferdinando Verderi.
