Summer, according to Prada, isn’t a season; it’s a state of mind. In its new Days of Summer campaign, the Italian house invites us into a landscape suspended between dream and desire: a calm sea, without beginning or end, where serenity takes center stage and fashion becomes the narrative.
With the joint creative direction of Miuccia Prada and Raf Simons, this collection glides like a warm breeze between nautical references, urban structures, and that elusive freedom that only summer can promise. Kendall Jenner, Hunter Schafer, and Troye Sivan—along with a diverse and almost ethereal cast—inhabit this liquid universe as explorers of elegant hedonism, floating in brightly colored Italian gozzi, ready to set sail toward the unexpected.
Oliver Hadlee Pearch captures each image as if it were a sacred instant. There is no movement, but an internal tension, an expectation charged with possibilities. The sea blends with the sky in a palette of infinite blues, blurring the line between reality and utopia. It’s a tribute to the purest essence of summer: the beginning, the promise, the escapism.
The garments, meanwhile, play with dualities: formal and informal, city and coast, control and nonchalance. They are uniforms for a generation that doesn’t fear contrast, but rather celebrates it as an identity.
With a campaign designed by Ferdinando Verderi, Prada Days of Summer is not only an invitation to wear the season, but to experience it as a work of art on pause. Because sometimes, the most radical thing is simply to let yourself go.
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