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Prada Days of Summer

The romance of the Prada Days of Summer collection translates to a dream-like campaign, starring a cast including Kendall Jenner, Hunter Schafer, and Troye Sivan, each portrayed in the peace of a surreal, still sea.

Tranquil and serene, utopian and idyllic, water seamlessly blends to warm sky in an expanse of blue behind the figure. Every image has a purity, an almost impossible reduction of nature to its core elements, a pure visual representation, an embodiment of summer days.

In a direct distillation of the freedom of that season, each individual is poised on a brightly-colored gozzo, an archetypal Italian wooden boat, as if imagined on the cusp of adventure. Here, in still photographs by Oliver Hadlee Pearch, Jenner, Schafer and Sivan are transformed into pure pleasure-seekers, hedonists beginning their escapades, commencing unique and unanticipated narratives.

Expressive of the carefree joy of summer, their clothes are free too, combining references to city and sea, casual and formal, like a great escape from everyday life into the beyond. These images mark a point of embarkation – the start, of days of summer.

Days of Summer in Capri

Placid calm waters, a sense of depth, a ceaseless horizon of possibility. In an expansion of the Prada Days of Summer 2025 campaign and collection, the surreal imagery leaps into reality at the Lido del Faro, Capri from 5th until July 13th, 2025. Toying with our perceptions of make-believe, for one week, the keynote element of the campaign – the archetypal Italian gozzo wooden boat – moors in number in the secluded and serene Punta Carena bay. Painted in the distinct, soft summer pastels of the campaign, these ten row-boats reflect the sense of adventure and pleasure-seeking at the heart of the Days of Summer campaign imagery.

On dry land, an ephemeral Prada installation offers limited-edition gifting – ice-cream and scoubidou kits. Tied to the nautical theme, these kits include monocolor cord in the colorways of the Prada gozzo boats and branded hardware to allow each recipient to create a unique braided rope “trick” or keyfob by hand.

The Days of Summer presence in Capri is a continuation of a Prada approach in storytelling around advertising – a playful and irreverent investigation of our blurred lines between images and realities. Manifest for one week only, at the height of the season, this is a fleeting presence – as are the days of summer.

Credits:

Creative Directors: Miuccia Prada and Raf Simons

Photography: Oliver Hadlee Pearch

Campaign Creative Direction and Film: Ferdinando Verderi

Cast: Gideon Adniyi, Giuseppe Cirillo, Nikita Gnetnev, Noor Khan, Melinda Kiss, Hanna Leszek, Kendall Jenner, Julia Nobis, Yuliana Perez, Liu Qinzheng, Hunter Schafer, Troye Sivan, Lina Zhang

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