For SS26, Prada presents a campaign that does not compete for attention so much as examine it. Titled Image of an Image, the work reframes the fashion photograph as an object, held, handled, and considered rather than something to be flicked past and forgotten.
It is a familiar instinct for the house. Under Miuccia Prada and Raf Simons. Under Miuccia Prada and Raf Simons, Prada has long treated fashion as inquiry. This season, that inquiry turns inward. Images within images interrupt pattern-recognition, asking the brain to pause and re-interpret rather than scroll past.
The campaign is conceived in collaboration with American visual artist Anne Collier, whose work has spent decades examining photography’s relationship to desire, power and reproduction. Her intervention is simple. Photographs of the collection, shot by Oliver Hadlee Pearch, whose most recent work also include photography for Louis Vuitton and Rosalia, are printed and re-photographed, held aloft by visible hands.
The film unfolds without dialogue. The absence of voice further slows the experience, allowing sound and movement register without instruction or explanation. Sound and silence combine, then, to guide attention and reinforce the campaign’s insistence on looking rather than being told what to see.
With Image of an Image appear actors Carey Mulligan, Nicholas Hoult, Damson Idris, Hunter Schafer and Levon Hawke, alongside British musician John Glacier and model Liu Wen. None are chosen for novelty alone. Each is familiar without carrying a grotesque number of followers. They are culturally fluent across generations rather than plain culturally loud.
They are figures accustomed to being seen, interpreted, and projected upon. In Collier’s compositions, they are less subjects than participants in a wider examination of visibility itself.
Image of an Image is a proposition that fashion advertising can still function as art worth pausing for, worth considering.
Discover the Prada Spring/Summer 2026 collection at prada.com.
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