A reinvention of the advertising campaign
Prada’s ongoing exploration of the meaning of fashion is accompanied by an analysis of the role of the advertising campaign, whose continuous evolution has now given rise to a reimagined aesthetic, a redefined duration, and an unexpected second act. It is from this premise that the work begins to tell the story of the Spring/Summer 2026 collections designed by Miuccia Prada and Raf Simons in the fashion house’s new campaign, titled “I, I, I, I am…”.
The Provocative Art of Jordan Wolfson
“This is a reinterpretation, a reimagining that reflects Prada’s intrinsic diversity,” the brand explains in a press release, noting that for this occasion it is teaming up with the creative and provocative flair of Jordan Wolfson. The American artist, known for relentlessly challenging his audience with intense and stimulating works ranging from animatronics to robotics, virtual reality, holography, digital animation, and innovative wall installations, draws on contemporary culture and our image-saturated society to create otherworldly characters and imagine original narratives.
A star-studded cast, somewhere between dream and reality
In keeping with his signature style, for the Prada Spring/Summer 2026 campaign, the artist brings to life nameless, surreal, and dreamlike creatures defined by complex visual codes. These creatures interact with the cast, both in photos and videos, making the imaginary tangible. To embody this campaign and Prada’s diversity, the brand has enlisted the faces of John Glacier, Levon Hawke, Nicholas Hoult, Damson Idris, Carey Mulligan, Hunter Schafer, and Liu Wen.
“I, I, I, I am…”: an unfinished mantra
Specifically, a series of images precedes the project’s climax: a video in which artists, actors, and models recite the mantra “I, I, I, I am…”. A phrase intended to be “both a statement and a provocation, deliberately left unfinished,” as the Italian fashion house notes.