Prada Unveils "Image of an Image" for Spring/Summer 2026

By Jolene McGirr

Photography by Catherine Opie, courtesy of Gucci.

Breaking the fourth wall of fashion advertising, Prada has officially launched its SS26 campaign. Titled “Image of an Image,” the project is a high-concept collaboration between co-creative directors Miuccia Prada and Raf Simons and acclaimed American artist Anne Collier.

Moving away from traditional glossy spreads, the campaign serves as a cerebral interrogation of how we consume luxury in the digital age. By framing fashion as a "tactile object" rather than a fleeting digital pixel, Prada is once again challenging the industry's visual status quo.

Photography by Catherine Opie, courtesy of Gucci.

Prada’s SS26 cast is a high-brow mix of "cultural heavyweights" that perfectly mirrors the brand’s intellectual DNA. Leading the lineup are screen stars Hunter Schafer, Levon Hawke, Carey Mulligan, and Nicholas Hoult, who ground the surreal compositions with theatrical poise. They are joined by a cross-disciplinary crew featuring Damson Idris, musician John Glacier, and the legendary Liu Wen.

At its core, "Image of an Image" is a response to "scroll fatigue." By showing hands holding a photo, Prada invites the audience to slow down and consider the "mechanics of looking." The collection itself features the "sensory masculinity" and "unconventional femininity" first seen on the Milan runways last September — highlighting skirts suspended by shoulder straps and structured yet weightless knitwear.