Created in collaboration with artist Anne Collier, the Italian fashion house&rsquo;s new campaign looks at the way we consume fashion today.

Prada has never been interested in using campaigns as mere spectacle. With Image of an Image, its Spring/Summer 2026 campaign conceived by Miuccia Prada and Raf Simons, the brand leans fully into what it does best: using fashion to question the culture around it. This time, the subject isn&rsquo;t just clothes, but the act of looking itself.
Rather than a traditional fashion narrative, Prada invited American artist Anne Collier, whose work has long examined photography as both cultural object and psychological trigger. The result feels closer to an art installation than a campaign. Shot by Oliver Hadlee Pearch, the images often depict photographs held in hands, supported, almost guarded. Looking becomes deliberate. Slower. Something that requires care.

Within these framed images sit the Prada collections, worn by a cast that reads more like a cultural cross-section than a lineup of faces. Carey Mulligan, Nicholas Hoult, Damson Idris, and Hunter Schafer appear alongside Levon Hawke, poet and musician John Glacier, and supermodel Liu Wen. None of them function as simple brand ambassadors. Each brings a personal history that subtly charges the image with meaning.

What makes Image of an Image compelling is its restraint. Hands holding photographs become a clear but understated metaphor for desire, consumption, and control. Prada doesn&rsquo;t hide the mechanics of advertising. It exposes them, slows them down, and asks the viewer to stay with the image a little longer than usual.
At a time when fashion campaigns often feel optimized for algorithms and instant scrolling, Prada moves in the opposite direction. This is a campaign that resists speed. It doesn&rsquo;t ask to be consumed. It asks to be considered. In doing so, it reinforces Prada&rsquo;s long-standing dialogue with contemporary art, and its belief that fashion can still be a space for thought, not just visual noise.

Prada Spring/Summer 2026 | Image of an Image

Courtesy of Prada.

Prada’s Spring/Summer 2026 Campaign Wants You to Slow Down and Really Look

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