‘Days of Summer’ presents an unexpected world where the city and escapism are no longer at odds.
This summer, Prada brings the sand to urban settings, where it rises above the skyscrapers. Bodies suspended in scenes that defy logic, swimming – almost literally – in the air. This creates a series of impossible contrasts which, far from being contradictory, reinforce the Italian fashion house’s visual language.
The campaign images, photographed by David Sims, amplify the instinctive clashes that already defined the collection. Bella Hadid, Damson Idris, Louis Partridge and Liu Wen inhabit what might be described as metropolitan islands or individual oases set within urban landscapes. In some shots, the beach completely dominates the scene, isolating the subjects in a surreal calm; in others, the city bursts in, infiltrating the image and constantly reminding us of this coexistence of realities.
Prada applies this same approach to its garments, where traditional codes are reimagined through a sense of contrast. Urban tailoring meets swimwear, formal styles are relaxed, and casual wear takes on a fresh perspective.
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