Prada has unveiled its Spring/Summer 2026 campaign, created in collaboration with artist Jordan Wolfson. Conceived with Miuccia Prada and Raf Simons, the project brings together a cast including Carey Mulligan, Hunter Schafer, Nicholas Hoult, and Liu Wen.

The campaign is centred on an 80-second film set in a minimal, white studio environment. Throughout the film, the cast repeat the phrase “I, I, I, I, am…”, which remains deliberately unfinished.

Wolfson introduces a series of digitally rendered figures into the scenes. These include humanoid and animal-like forms that appear alongside the cast, often mirroring or interacting with their movements. The figures are highly detailed and rendered with glossy surfaces that echo the colours and textures of the clothing.

The visual approach combines live-action footage with CGI elements, creating a contrast between the physical presence of the models and the artificial quality of the animated figures. The characters are not acknowledged directly, but remain in close proximity throughout the film.

Known for his work across sculpture, video, and animatronics, Wolfson brings his visual language into the context of a fashion campaign, marking a continued collaboration between contemporary art and luxury fashion.

The Prada Spring/Summer 2026 campaign is now live across digital platforms.

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