Beaches within cities. Plains of sand atop skyscrapers, swimming in the air, in impossible contrasts that are distinctly Prada. The Prada Days of Summer 2026 “Urban Beaches” campaign expands the instinctive collisions of attitude at the root of the collection. Featuring Bella Hadid, Liu Wen, Prada Ambassadors Damson Idris and Louis Partridge, photographed by David Sims, each occupies metropolitan islands, individual oases, contradictory landscapes within cityscapes. The juxtaposition of different realities echoes contrasts within the clothes, where casual mixes with elegance, occasion with undress, metropolitan tailoring with swimwear. Hybrids, fusions, amalgams are characteristic of Prada, as the classic, the known and the loved are reconsidered through ever-shifting perspectives.
Creative Directors: #MiucciaPrada and #RafSimons
Talent: Bella Hadid, Damson Idris, Louis Partridge, Liu Wen
Campaign Creative Direction: Ferdinando Verderi
