With its Spring/Summer 2026 campaign, Prada moves beyond the familiar language of fashion imagery into something more unstable, more open-ended. Titled “I, I, I, I am… Prada,” the project unfolds as both statement and question, a campaign that refuses to resolve itself. At its centre is a collaboration with American artist Jordan Wolfson, whose work reshapes the narrative into something fragmented, immersive, and deliberately unfinished.
Known for work that engages with robotics, virtual reality, and digital animation, Wolfson introduces a series of imagined, almost unsettling figures, unnamed, unreal, and suspended somewhere between human and constructed form. Figures such as Carey Mulligan, Hunter Schafer, and Nicholas Hoult appear, not as constants, but as variables. Their presence is familiar, yet altered, suggesting that identity within Prada is never singular, but always in flux.
Prada’s approach to SS26 resists the idea of a single, fixed campaign. Instead, it evolves. This second act revisits the same cast and collection, but reframes them entirely, shifting context and meaning rather than introducing something new.
A series of images tease the campaign, which ends with a short film, in which the artists, actors and models chant a mantra: “I, I, I, I am…”
Wolfson’s figures interact with the cast across still and moving image, creating a layered visual field where reality and fabrication collapse into one another. It is not simply surrealism, but a reflection of a world already shaped by images and technologies that distort perception.
“I, I, I, I am…” is repeated, but never completed. It operates as both declaration and absence, a statement that gestures toward identity without ever defining it.
This deliberate incompleteness becomes the campaign’s core. It opens space rather than closing it, allowing multiple interpretations to exist simultaneously. Prada is not presented as a fixed idea, but as something continuously reimagined, re-perceived, and redefined.
The collaboration also marks a return for Wolfson to video as a primary medium, culminating in a short film that extends the campaign’s visual language into motion. What begins as a series of images evolves into something more immersive, where narrative dissolves into atmosphere and repetition.
Under the direction of Miuccia Prada and Raf Simons, the campaign becomes less about showcasing garments and more about questioning the structures that frame them.
With SS26, Prada continues its ongoing investigation into what fashion can represent. Through Wolfson’s lens, it becomes something less stable, less defined, and far more expansive.
“I am…” remains unfinished. And in that space, Prada finds its meaning.
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