The Prada Days of Summer campaign feels less like a fashion ad and more like a hazy summer daydream—the kind you never want to wake up from. Placid waters, pastel skies, and a lineup of familiar faces like Kendall Jenner, Hunter Schafer, and Troye Sivan floating on brightly painted gozzo boats? It’s as if Call Me By Your Name met The Talented Mr. Ripley, and they decided to drop a capsule collection.
Photographed by Oliver Hadlee Pearch, the campaign strips nature down to its barest, most poetic form. Sky and sea blend in a palette of soft blues, and everything feels suspended in time—an endless summer that promises freedom, escape, and maybe even a little mischief. There’s something beautifully nostalgic about the stillness of it all, but make no mistake, this campaign is about setting off into the unknown.
Each of the stars looks like they’re on the brink of something—Kendall exudes the quiet confidence of someone who’s already decided to stay an extra week on the Amalfi Coast, while Hunter Schafer looks regretful that she didn’t bring a bag big enough to carry her leather-denim jacket . Troye Sivan? He looks like he’s posing for his next album cover from the bow of that boat.
And the clothes? Pure escapism. There’s a delicious duality in the styling: ruffles shirts paired with carefree shorts that read summer in the city, along with ready to dive into the deep blue. It’s the kind of wardrobe that whispers, “I’ve packed light, but everything is Prada.” It’s relaxed luxury, without the performance. Nothing is overthought. Everything just is.
The campaign doesn’t just sell clothes—it sells the idea of summer as freedom. The kind of summer where every day begins with a boat ride and ends with dancing barefoot somewhere beautiful.
In a world constantly urging us to hustle, Prada invites us to float. And honestly? I’ll gladly set sail.
Credits:
Creative Directors: Miuccia Prada and Raf Simons
Photography: Oliver Hadlee Pearch
Campaign Creative Direction: Ferdinando Verderi
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