Prada has unveiled its latest campaign called ‘Days of Summer’, featuring a striking visual narrative that captures the essence of the season through minimalist, dream-like imagery.
The campaign is fronted by Kendall Jenner, Hunter Schafer and Troye Sivan, with photography by Oliver Hadlee Pearch.
Set against a calm, surreal seascape where water merges seamlessly with sky, the campaign distils summer into its purest form. Each image centres on a single individual poised on a brightly coloured gozzo, a traditional Italian wooden boat, evoking both stillness and the anticipation of new experiences.
The creative direction, led by Miuccia Prada and Raf Simons, presents a pared-back yet evocative vision. The setting is both tranquil and utopian, aiming to embody the sensory calm of long summer days. The fashion itself reflects this mood, blending elements of city and sea, casual and formal. The result is a wardrobe that suggests escape, freedom and pleasure, offering a contrast to daily routine.
Jenner, Schafer and Sivan, along with a wider cast including Julia Nobis, Lina Zhang and others, are depicted in the campaign as figures at the outset of a journey. The imagery positions them as hedonists on the brink of adventure, each suggesting a narrative unique to their portrayal.
Creative direction for the campaign was overseen by Ferdinando Verderi. The full cast also includes Gideon Adniyi, Giuseppe Cirillo, Nikita Gnetne, Noor Khan, Melinda Kiss, Hanna Leszek, Yuliana Perez and Liu Qingzheng.
With its emphasis on minimalism, natural elements and open-ended storytelling, the campaign reinforces Prada’s ongoing exploration of identity and seasonal transformation.
Rather than depicting a definitive destination, ‘Days of Summer’ focuses on the sensation of beginning, aligning the brand with the fluid, expressive potential of the season.
