THE PLURALITY OF PRADA

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Prada continues its investigation into the meaning of fashion with the Spring/Summer 2026 campaign, where the very structure of advertising is reimagined. A second act unfolds, revisiting the collection by Miuccia Prada and Raf Simons through a renewed lens, maintaining the same cast while shifting perception.
This reinterpretation reflects Prada’s inherent plurality, embracing multiplicity and transformation.
American artist Jordan Wolfson reframes the campaign, introducing immersive, thought-provoking visuals rooted in contemporary image culture. His practice—spanning robotics, animation, and virtual realities—constructs dreamlike, otherworldly narratives.
In collaboration with Prada, he creates unnamed creatures that interact with the cast, merging imagination with tangible form. These hybrid figures inhabit both still imagery and film, blurring boundaries between reality and fiction. The campaign culminates in a short film where voices repeat the mantra: “I, I, I, I am…”, a declaration left deliberately unresolved. This open-ended statement invites reflection on identity, perception, and self-definition. Wolfson’s intervention ultimately expands Prada into a space of endless reinterpretation, where meaning remains fluid and continuously questioned.

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