Prada Unveils Days of Summer 2026 Campaign With Bella Hadid

Prada is rethinking what summer looks like, and it doesn’t involve a typical beach. Instead, the brand’s Days of Summer 2026 campaign imagines something more unexpected, where sand meets skyline and calm sits right above chaos.

At the center of it all is Bella Hadid, bringing that effortless presence she’s known for, alongside Liu Wen and a wider cast that includes Damson Idris and Louis Partridge.

Shot by David Sims and shaped by creative director Ferdinando Verderi, the campaign leans into contrast. You see soft dunes floating above city buildings, creating what feels like “urban islands.” It’s surreal, but not overdone. The images stay clean, almost still, letting the mood settle in naturally.

Bella moves through the campaign with a kind of quiet confidence. She’s not over-posed or dramatic. Instead, she looks relaxed, almost detached, which actually makes the setting feel more believable.

The clothes follow that same balance.

There’s a mix of airy white dresses, sleek black slip silhouettes, and oversized shirts worn loose and undone. Nothing feels too styled. It’s casual, but still precise in that very Prada way.

At the same time, the collection leans into versatility. You see Bermuda shorts paired with tailored pieces, printed linen, and structured leather tote bags that anchor the softer looks. Accessories play a big role too, from signature sunglasses to baseball caps and bucket bags, giving everything a slightly off-duty feel.

What stands out is how wearable it all feels, even in a surreal setting. The idea isn’t to escape reality completely. It’s to reframe it.

That’s where the “urban beach” concept lands. It’s not about going somewhere far away. It’s about finding moments of calm inside the city, inside everyday life.

And that’s what makes this campaign stick.

It’s not loud. It’s not trying too hard. It just shifts your perspective slightly.

And somehow, that’s enough.