Prada has revealed its Days of Summer 2026 advertising campaign, reflecting the vision of Creative Directors Miuccia Prada and Raf Simons. The campaign, with creative direction by Ferdinando Verderi, presents an unexpected interpretation of beaches suspended above city skylines. Featuring Bella Hadid, Damson Idris, Louis Partridge, and Liu Wen, and photographed by David Sims, the campaign transforms metropolitan settings into private seaside oases.

The imagery places each figure within urban islands where sandy beaches meet skyscrapers, creating distinctly Prada contrasts between calm coastal scenes and the surrounding cityscape. Some images focus entirely on the serenity of the beach, while others allow the city to gradually enter the frame.

This dialogue between different environments reflects the collection itself, where casual dressing meets elegance, tailoring blends with swimwear, and occasion-wear is reimagined alongside relaxed silhouettes. Through these hybrid combinations, Prada revisits familiar wardrobe classics from fresh perspectives, celebrating the unexpected fusion of realities that defines the House’s vision for Summer 2026.