Prada is reimagining the summer getaway for 2026, swapping far flung shorelines for urban beaches in its new Days of Summer 2026 campaign fronted by Bella Hadid. The visuals place a star cast on elevated stretches of sand that sit improbably and very Prada, atop the city.
Bella Hadid Leads the Cast
Bella Hadid leads the Days of Summer 2026 images, joined by Damson Idris, Louis Partridge, and Liu Wen, each occupying their own metropolitan island. The cast is photographed alone rather than as a group, reinforcing the idea of private escapes carved out inside shared urban environments.
The compositions keep bodies and clothes closely tied to the sand’s contours: models lie, lean, or recline on the granular surfaces while the city remains clearly visible at the edges of the frame. This approach underscores Prada’s interest in tension rather than seamless fantasy, allowing the contrast between rooftop beach and working…
city to stay unresolved. Tailoring Meets Swim The wardrobe follows the same logic of contradiction as the setting, combining metropolitan polish with straightforward swimwear codes.
Looks mix tailored skirts and sharp T-shirts with bikini tops, breezy Bermuda shorts, printed linens, canvas mini dresses, and easy accessories like leather tote bags, sunglasses, caps, and bucket bags.
Prada is not selling escape so much as the elegance of dislocation, bringing summer into daily city life rather than transporting viewers somewhere else entirely. That idea is visualized in outfits that feel plausible for a commute, a rooftop drink, and an impromptu sun session, all at once.
Prada’s Signature Contradictions Urban beaches tap into Prada’s longstanding fascination with hybrids and juxtapositions: classic pieces reconsidered through shifted contexts…
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