In the current era defined by chronically online audiences and ever-shortening attention spans, Prada has made the surprise release of a second act to its spring 2026 campaign.
The new installment, which dropped Friday, features a pop- and dystopian-tinged collaboration with American artist Jordan Wolfson, known for his thought-provoking artworks spanning new-gen media such as animatronics, robotics, virtual reality, holography and digital animation.
Over the past decade and change, Jordan Wolfson’s grotesque animatronic sculptures and transgressive attitude have made him an enfant terrible of the art world. What then to make of the fact that the American artist’s latest move has been to team up with Prada?
For the luxury brand’s Spring/Summer 2026 campaign, directed by Miuccia Prada and Raf Simons, the Los Angeles-based artist has woven typically beguiling characters into video and stills featuring an A-list cast of models and actors. They’re slicker and more covered-up than earlier creations, but weird all the same. The campaign is called “I, I, I, I, am… Prada,” which is the precisely the mantra those stood before the camera in a white-walled room utter—some casually, others haltingly—except for that last word. It’s an absence that Prada says makes the phrase “both a declaration and proposition, left tantalizingly incomplete.”
