American artist Jordan Wolfson signs Prada's Spring-Summer 2026 campaign.

Prada ’s new campaign for the Spring/Summer 2026 collection is presented as a project that crosses the traditional boundaries of fashion communication, entrusting American artist Jordan Wolfson (New York, 1980) with the task of redefining its language, structure and narrative duration. The result is an operation that reworks not only the visual aesthetic of the brand, but also the very way in which a campaign can be conceived and enjoyed. Wolfson intervenes on already defined elements, retaining the original cast consisting of John Glacier, Levon Hawke, Nicholas Hoult, Damson Idris, Carey Mulligan, Hunter Schafer, and Liu Wen, but transforming it through a recognizable authorial lens. Figures are reworked and inserted into a visual system that alters their perception, generating a plurality of meanings consistent with the brand’s fluid and multifaceted identity.

The artist’s intervention is in the vein of his research, which has always been oriented toward exploring contemporary culture and the visual saturation that characterizes today’s society. His works investigate the relationship between images, technology and perception, questioning how these influence the construction of identity and reality. In this campaign, these elements are translated into a series of disturbing characters resembling large birds, nameless creatures with a dreamlike nature, defined by complex visual codes and in constant dialogue with human protagonists.

The presence of these entities introduces a narrative dimension that oscillates between real and imaginary, making tangible a visual universe that expands beyond the limits of traditional fashion photography. The static images function as previews of a larger project, culminating in a video that is the conceptual centerpiece of the entire operation.

In the film, actors, artists and models utter a fragmented mantra: “I, I, I am....” The phrase, deliberately left unfinished, takes the form of both an identity statement and an open provocation. The absence of a definite conclusion becomes a narrative device that invites the viewer to question the meaning of identity and its continuous redefinition.

This semantic suspension is intended to reflect a multiplicity of possible interpretations, suggesting a vision of Prada as a plural entity, capable of accommodating and representing a variety of subjectivities. In this sense, the campaign moves away from a linear narrative to embrace an open structure, in which each element contributes to building an evolving system of meanings.

The use of video also takes on particular value in Wolfson’s artistic trajectory. After his beginnings in video art, this represents the first time the artist has returned to work with this medium since Riverboat Song in 2017-2018, marking a significant return to an expressive form central to his research. Within the Prada context, video is not meant to be simply a medium, but becomes an integral part of a broader reflection on the role of images in the contemporary world.

The creative direction of the project is entrusted to Miuccia Prada and Raf Simons. The campaign is part of a path in which Prada explores new modes of communication, often through collaborations with artists from different fields. Coordinating the campaign’s creative direction is Ferdinando Verderi, who is helping to orchestrate a project in which fashion, contemporary art and visual storytelling are increasingly intertwined.

As a whole, the Spring/Summer 2026 campaign takes the form of an experiment that challenges the conventions of advertising language, proposing a vision in which identity, image, and narrative come together in an open and ever-changing system. The statement “I, I, I am...” remains suspended, of course, but it is precisely in this incompleteness that it could be said to find its strength, transforming itself into a space of possibility that reflects the complexity of the present and the many forms through which our time can be interpreted.

American artist Jordan Wolfson signs Prada's Spring-Summer 2026 campaign.

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