Beaches within cities in the form of plains of sand atop skyscrapers that reflect the idea of swimming in the air, are impossible contrasts that are distinctly Prada.
This instinctive collisions of attitude form the concept of the Prada Days of Summer 2026 collection, which is further expanded with an accompanying campaign starring Bella Hadid, Damson Idris, Louis Partridge, and Liu Wen.
Photographed by British fashion photographer David Sims, each of the talents occupy metropolitan islands and individual oases that provide contradictory landscapes within cityscapes, with a few framed purely within the calm purity of the beach while the others feature a bit of the city.
The juxtaposition of different realities echo contrasts within these clothes where casual mixes with elegance — occasion with undress, metropolitan tailoring with swimwear — reflecting hybrids, fusions, amalgams that are all characteristic of Prada.
Here’s the campaign film.
