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I, I, I, I AM… PRADA.

Prada Spring/Summer 2026 Campaign

American artist Jordan Wolfson reimagines the Prada Spring/Summer 2026 advertising campaign, reshaping not only its visual language but also the very structure and duration of its narrative. His reinterpretation features the same cast—John Glacier, Levon Hawke, Nicholas Hoult, Damson Idris, Carey Mulligan, Hunter Schafer, Liu Wen—yet transforms them through his distinctive lens. Wolfson’s intervention reframes these constants, creating a layered vision that reflects Prada’s inherent plurality.

Inventing new realities that both reflect and transform our own, Wolfson’s reference-points are drawn from contemporaneous culture and our image-saturated society to create otherworldly characters, instigate new narratives. His work is immersive, exploring perceptions of the world around us and how technologies and images can define the way we think.

In line with Wolfson’s body of work, his collaboration with Prada on this Spring/Summer 2026 campaign invents unnamed, unreal, and dreamlike creatures, defined by complex visual imaging, that interact with the campaign cast in both stills and video - imagination made tangible. Beginning his career in video art, the campaign marks Wolfson’s first return to the medium since his work Riverboat Song (2017-18).

A series of images act as a teaser to the culmination of the project in a short film, in which those artists, actors and models chant a mantra: “I, I, I, I am…” It is both declaration and proposition, left tantalizingly incomplete.

Its declarative statement left unfinished, Wolfson’s intervention in the Spring/Summer 2026 Prada campaign opens ceaseless possibilities, multiplicities of identity and being, of what Prada can be, how it can be perceived, and re-perceived, through constantly-questioned conventions of an advertising campaign.

Credits

Creative Directors: Miuccia Prada and Raf Simons

Artwork by Jordan Wolfson

Talent: John Glacier, Levon Hawke, Nicholas Hoult, Damson Idris, Carey Mulligan, Hunter Schafer, Liu Wen.

Campaign Creative Direction: Ferdinando Verderi

 

The artwork incorporates images by Oliver Hadlee Pearch

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