Paris, Jan 9: Prada has unveiled its Spring–Summer 2026 campaign titled “Image of an Image,” a conceptual project that re-examines the very nature of fashion advertising and the way images are created, viewed and consumed in the digital age, the Italian luxury house said.
Led by Creative Directors Miuccia Prada and Raf Simons, the campaign moves beyond traditional fashion imagery, treating the campaign itself as “a physical, material object, one to be held, and felt,” rather than simply visual content.
At the heart of the project is a collaboration with American contemporary artist Anne Collier, who was commissioned to create a specially curated portfolio of images. Collier’s practice, which has spanned two decades, is known for interrogating photography, the act of looking, and the relationship between the observer and the observed.
“The campaign continues to investigate the very nature of advertising itself,” Prada said, “reimagining both the actuality and meaning of the campaign image, the medium and the message.”
The visual structure of the campaign is built around Collier’s still-life compositions, which depict hands holding photographs of the Prada Spring–Summer 2026 collection. The images within those frames are photographed by Oliver Hadlee Pearch, creating a layered effect that places the viewer “like an additional observer, or a reflection of ourselves as onlookers.”
The photographs feature a cast of international talents wearing Prada designs, including Levon Hawke, Nicholas Hoult, Damson Idris, Carey Mulligan, Hunter Schafer, John Glacier and Liu Wen, whose presence adds emotional and narrative depth to the imagery.
Prada described the campaign as both “a celebration of fashion imagery, and a liberation from it,” framing the project through fine art while questioning how fashion is represented and perceived. The initiative also reflects the brand’s long-standing dialogue with contemporary artists and its engagement with global culture.
The Prada Spring–Summer 2026 campaign was created under the creative direction of Ferdinando Verderi, with Anne Collier as artist and photographer, and Oliver Hadlee Pearch providing the fashion imagery.
“A perspective on Prada,” the brand said, calling the project “an outside consideration of fashion framed through fine art” and “a search for objectivity” in the evolving language of visual culture.
