We’ve said it once, and we don’t mind repeating it: Prada campaigns simply do not hit like they once used to. Over recent seasons, not even Kendall Jenner was enough to generate buzz for the Fall 2025 campaign, whilst the Spring 2026 campaign offering was “grossly underwhelming”. After enlisting Oliver Hadlee Pearch for last year’s installment, co-creative directors Miuccia Prada and Raf Simons commission David Sims for the 2026 Prada ‘Days of Summer’ campaign. This season, the revered British fashion photographer points his lens toward Bella Hadid, Liu Wen, Damson Idris, and Louis Partridge, who star in the “urban beaches” campaign offering. Against a backdrop of New York, the cast poses high upon the sand-covered rooftops of the city.
Bella Hadid, Liu Wen, Damson Idris & More for the Prada 2026 ‘Days of Summer’ Campaign
Read below the reactions of theFashionSpot’s forum members:
“Very outlet-esque,” immediately described thiago.
“It has a pretty eerie post-apocalyptic vibe to it, and all the featured merchandise looks pretty cheap to me,” Royal-Galliano chimed in.
“Was excited to see Bella and Liu’s names when I saw the thread. However, the only photo of the entire bunch I like is Damson blocking the sun from his eyes. Sand on a rooftop is…. a concept, I guess? This feels incredibly basic. Could be Land’s End or Banana Republic,” added KoV.
Kite commented: “The images are nice, the product is horrid.”
“It feels very minimal, but not in a cold way. The setting makes it feel softer than most campaigns,” reasoned forum member closetbynana.
See more of Bella Hadid, Liu Wen, Damson Idris, and Louis Partridge from the 2026 Prada ‘Days of Summer’ campaign and click here to join the conversation.
