PRADA DAYS OF SUMMER

DAYS OF SUMMER 2026 CAMPAIGN

URBAN BEACHES

Beaches, within cities – plains of sand atop skyscrapers, swimming in the air, in impossible contrasts that are distinctly Prada.

The instinctive collisions of attitude at the root of the Prada Days of Summer 2026 collection are expanded through its accompanying advertising campaign, featuring Bella Hadid, Damson Idris, Louis Partridge, and Liu Wen. Photographed by David Sims, each occupy metropolitan islands, individual oases, contradictory landscapes within cityscapes. Sometimes, figures are framed purely within the calm purity of the beach – in others, the city creeps in.

The juxtaposition of different realities echo contrasts within these clothes, where casual mixes with elegance, occasion with undress, metropolitan tailoring with swimwear – hybrids, fusions, amalgams, all characteristic of Prada. Like these images, within these clothes the classic, the known and the loved are reconsidered, through ever-shifting perspectives.

鬧市中的海灘、摩天大廈頂樓的沙灘、在空中暢泳——看似天荒夜談的矛盾，正是Prada的獨特風格。

出於直覺的風格衝擊，為2026年Prada Days of Summer系列定調，透過同步推出的廣告企劃進一步延伸。廣告企劃邀得Bella Hadid、Damson Idris、Louis Partridge及劉雯演出，由David Sims掌鏡，每位角色均置身大都會的小島、散落的綠洲以至城市裡格格不入的風光，時而純粹定格於沙灘的一片靜謐，時而悄然轉移到鬧市之中。

不同現實同時上演，與服裝上的對比元素遙遙呼應，其中休閒與優雅、正式與隨性、都會西裝與泳裝共冶一爐，而這些混搭、融匯和合體都是Prada的獨有特質。正如畫面所見，服裝中經典雋永、為人熟悉以至備受喜愛的元素透過不斷轉換的角度，換上嶄新的演繹方式。

Credits:

Creative Directors: Miuccia Prada and Raf Simons

Talent: Bella Hadid, Damson Idris, Louis Partridge, Liu Wen

Photography: David Sims

Campaign Creative Direction: Ferdinando Verderi 

製作團隊：

創意指導︰Miuccia Prada及Raf Simons

模特兒：Bella Hadid、Damson Idris、Louis Partridge、劉雯

攝影：David Sims

廣告創意指導：Ferdinando Verderi

Discover more on: prada.com