Prada Brand
Prada Spring/Summer 2026 Campaign: Rethinking Luxury Imagery
Luxferity, 08.01.2026
A New Vision in Luxury: Prada Spring/Summer 2026 Campaign
On the intersection of fine art, fashion storytelling, and digital culture, Prada unveils a campaign that reconsiders not just clothing — but how images make meaning.
For Spring/Summer 2026, the House of Prada, guided by Creative Directors Miuccia Prada and Raf Simons, commissioned American artist Anne Collier to dissect the essence of advertising itself. Her portfolio doesn’t just show garments: it re‑frames the very act of looking — and being looked at — in fashion imagery. This marks a radical evolution in the luxury narrative from static ideal to tactile encounter.
Elie Saab Leather Bag (Nude)
In each still‑life composition, hands gently hold imagery of the collection shot by photographer Oliver Hadlee Pearch, inviting the viewer into a shared act of admiration, desire, and reflection. “Is the photograph an object of desire, or a mirror of it?” the campaign seems to ask — echoing broader conversations in fashion about the role of the image in shaping luxury culture.
Icons Reframed: The Cast That Defines This Era
In Collier’s compositions, the collection becomes alive — not merely worn but imbued with personality by the presence of cultural figures whose broader work spans music, cinema, and fashion:
- John Glacier – British rapper and poet known for experimental sound art
- Levon Hawke – emerging actor with groundbreaking roles in contemporary cinema
- Nicholas Hoult – celebrated actor with extensive genre‑spanning filmography
- Damson Idris – acclaimed British actor merging drama and mainstream narrative
- Carey Mulligan – award‑winning screen luminary
- Hunter Schafer – actor and artist shaping visual culture
- Liu Wen – trailblazing global supermodel whose presence expands the campaign’s reach across continents
The Wave (Beige)
Their inclusion positions this campaign as more than a showcase of products — it’s a cultural event, resonating with global luxury audiences looking for meaning beyond fashion alone.
A Material Manifesto: How the Image Becomes Object
Collier’s approach transforms the campaign image into a physical, tactile entity — a marked shift from the digital flattening of imagery that dominates the fashion landscape. This invites comparison with previous Prada visual narratives that redefined campaign storytelling:
- Prada Fall/Winter 2025 campaign, where motion itself became the luxury narrative. — Luxferity Magazine
- Prada Symbole handbag campaign, a fusion of art and fashion. — Luxferity Magazine
- Prada Re‑Nylon sustainability campaign, recontextualizing luxury with responsibility at its core. — Luxferity Magazine
The Dune
This layering of perspectives echoes the editorial ethos of Luxferity’s award‑winning features on visual culture in fashion imagery, such as “Motion As The New Luxury” where movement redefined elegance in Fall/Winter 2025.
The Campaign’s Cultural Resonance
Prada’s Spring/Summer 2026 campaign arrives at a moment when luxury narratives are increasingly plural — not just telling stories of exclusivity, but interrogating the image as a cultural locus. In doing so, it mirrors broader shifts documented on Luxferity — from the cinema‑rich narratives in Prada’s Holiday 2025 campaign to art‑forward campaigns that challenge conventional fashion imagery.
The Petit Wave (Stud Embellished)
This campaign is a celebration and a liberation: an invitation to see fashion imagery not as objectified desire but as a subject in its own right — held, felt, and scrutinized.
“In Collier’s hands, the fashion campaign becomes a material philosophy — a reflection on how luxury is seen and felt in our visual culture.”
The Petit Wave (Nude)
