Prada introduces its Days of Summer 2026 campaign with a concept that shifts the setting of a seasonal escape, photographed by David Sims. Bella Hadid leads the release alongside Damson Idris, Louis Partridge, and Liu Wen, forming a cast placed within constructed environments described as “metropolitan islands.” Sand stretches across elevated surfaces while figures appear suspended above the city.
SPRING SUMMER 2026
The collection follows the same logic as the setting, where urban structure meets beachwear codes. Tailored pieces sit next to swim elements, creating looks that shift between occasion and undress. Bermuda shorts carry volume, printed linen introduces texture, and leather tote bags add density against lighter garments. Canvas mini dresses and accessories including sunglasses, baseball caps, and bucket bags extend this mix, keeping each look tied to both the city and the sand. In the images, this mix reads clearly through styling: a structured black skirt paired with a simple swim top and a woven tote placed directly on sand, or a fitted navy T-shirt and denim set against a rooftop covered in sand, where the city skyline remains fully visible behind.
The campaign unfolds through Prada’s idea of “urban beaches,” with Bella Hadid, Damson Idris, Louis Partridge, and Liu Wen placed on individual metropolitan islands. Prada describes these settings as contradictory spaces within the city, echoing the collection’s meeting of metropolitan tailoring and swimwear. Each figure interacts with the sand in a direct, physical way, lying, leaning, or reclining, which keeps the focus on the body in relation to the surface.
Prada develops the campaign through these repeated contrasts, using elevation and separation to define each scene. The sand appears thick and sculpted, forming soft, uneven textures that contrast with the rigid lines of surrounding buildings, visible in the background as brick facades, water towers, and rooftop edges. The campaign stays focused on controlled compositions, where the environment dictates how the clothing reads.
