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 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