Prada frames its Spring Summer 2026 campaign, Image of an Image, as an investigation into how advertising functions, how images circulate, and how viewers engage with them. Shot by Oliver Hadlee Pearch, the campaign brings together house ambassadors and collaborators Hunter Schafer, Carey Mulligan, Damson Idris, Nicholas Hoult, Levon Hawke, John Glacier, and Liu Wen.
The visuals present each participant within a collage-like format that shifts attention away from a single, fixed viewpoint. Rather than presenting imagery as a finished object, the campaign introduces distance between subject, image, and observer. American artist Anne Collier remixes the photographs, drawing from her long-standing practice of examining photography, reproduction, and visual culture. Her intervention reframes the campaign as a series of objects that question how images function in a digital environment.
Across the compositions, hands appear holding photographs of the collection. These “outside hands” enter the frame as visible agents, positioning the images as things to be handled, examined, and reconsidered. Pearch photographs both the subjects and the act of holding their images, shifting the role of the viewer and introducing a second layer of observation.
Collier’s contribution transforms the campaign imagery into a physical format. She photographs still-life arrangements in which gloved hands hold the collection images against solid orange backgrounds. The gesture directs attention toward advertising as a system, asking how images invite attention, desire, or identification through repetition and framing.
The cast appears within these images wearing the Spring Summer 2026 collection. Each figure is set against controlled surfaces such as grass, faux fur, or monochrome fields, reinforcing the constructed nature of the images and resisting narrative framing. The campaign marks Levon Hawke’s first appearance with Prada. Nicholas Hoult and John Glacier also make their debut in a Prada campaign, joining a cast drawn from film, music, and fashion.
Conceived by co-creative directors Miuccia Prada and Raf Simons, Image of an Image operates as a conversation about advertising itself. Through re-photography, visible handling, and deliberate framing, the Spring Summer 2026 campaign treats advertising as an active subject, placing perspective and authorship at the center of the visual process.
