PRADA TAPS ARTIST JORDAN WOLFSON FOR ITS NEW CAMPAIGN

If there’s one brand that continually seeks to understand and evaluate the meaning of fashion, it’s Prada. For the Spring/Summer ‘26 collection directed by Miuccia Prada and Raf SImons, the luxury house has added a ‘second chapter’ to its world-building campaign calendar.

Featuring the same cast as the brand’s first offering –  in which American artist Anne Collier asks us to reimagine our relationship to imagery by reappropriating the Oliver Hadlee Pearch-lensed campaign photography – the house re-explores its new collection through the lens of American artist Jordan Wolfson.

Wolfson is known for his use of otherworldly animatronics, VR and and digital animation and the resulting campaign becomes a space where fashion, art and image theory converge  and playfully explores  themes of identity, image-making and the nature of self-expression itself.

Wolfson’s work aims to examine what Prada can be, how it can be perceived and is a comment on the construct of identity and being for us all. Full of surrealist animal imagery and bold colour blocking and entitled “I, I, I, I am…Prada”  features John Glacier, Nicholas Hoult, Damson Idris, Carey Mulligan and Hunter Schafer standing before the camera in a white-walled room uttering like a mantra the campaign’s title, except for that last word, perhaps asking the viewer to ponder the statement. Something that Prada says makes the phrase “both a declaration and proposition, left tantalisingly incomplete.”

Creative Directors: MIUCCIA PRADA and RAF SIMONS

Artwork by JORDAN WOLFSON

Talent: JOHN GLACIER, LEVON HAWKE, NICHOLAS HOULT, DAMSON IDRIS, CAREY MULLIGAN, HUNTER SCHAFER, LIU WEN.

Campaign Creative Direction: FERDINANDO VERDERI

The artwork incorporates images by OLIVER HADLEE PEARCH