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 now finds a reinvented imagination, a reimagined 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 envisioned 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
“It is a reinterpretation, a reimagining that reflects Prada’s intrinsic plurality,” explains the brand in a press release, which for the occasion partners 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 between dream and reality
In keeping with his body of work, for the Prada Spring/Summer 2026 campaign, the artist brings to life nameless, unreal, and dreamlike creatures defined by complex visual codes. These creatures interact with the cast, both in photos and videos, making the imagination tangible. To embody this campaign and Prada’s diversity, the brand 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 left deliberately unfinished,” as the Italian fashion house points out.