An oneiric cast of unreal creatures enters Jordan Wolfson’s reinterpretation of Prada’s Spring/Summer 2026 campaign, where image, narrative and identity become fluid, unstable and open-ended.
The sentence remains unfinished, suspended in repetition, as if identity itself refused to settle. In its Prada Spring/Summer 2026 campaign, the house continues its ongoing investigation into the meaning of fashion through a collaboration with artist Jordan Wolfson, who reframes its visual language into something stranger, layered and deeply contemporary.
Conceived as the second chapter of the SS26 campaign, ‘I, I, I, I am…’ unfolds as a hybrid space between reality and simulation. Familiar faces including Nicholas Hoult, Damson Idris, Carey Mulligan, Hunter Schafer, Liu Wen, John Glacier and Levon Hawke appear alongside unnamed, dreamlike creatures imagined by Wolfson. These figures exist somewhere between the digital and the corporeal, destabilising the image and expanding its meaning.
Photographs by Oliver Hadlee Pearch anchor the project, while the creative direction by Ferdinando Verderi maintains Prada’s precise yet elusive tone. Under the direction of Miuccia Prada and Raf Simons, the campaign becomes a space where fashion, art and image theory converge. The project builds towards a central video in which the cast recites the fragmented mantra: “I, I, I, I am…”. A declaration that never resolves, it opens onto a multiplicity of possible selves. Identity appears as something constantly rehearsed and reimagined.
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