Prada introduces its Days of Summer 2026 campaign, titled “Urban Beaches,” blending city life with dreamlike coastal settings. Featuring Bella Hadid, Damson Idris, Louis Partridge, and Liu Wen, the campaign is photographed by David Sims.

Set on imagined beaches within urban environments – like sand atop skyscrapers – the visuals highlight striking contrasts. Each figure appears on a metropolitan island, an oasis suspended in the city, where moments of calm seaside purity meet subtle intrusions of urban life.

This interplay reflects the collection’s core idea: instinctive collisions of style. Prada combines casual and elegant, swimwear and tailoring, formal and undone elements into hybrid looks. As in the imagery, familiar classics are reinterpreted through shifting perspectives, creating a dynamic dialogue between the expected and the unexpected, all rooted in Prada’s signature approach to fashion.