Bella Hadid, Damson Idris, Louis Partridge, and Liu Wen front a campaign where summer feels slightly off, in a good way.

For its latest campaign, Prada shifts the idea of summer somewhere unexpected. Instead of going to the beach, it brings the beach into the city.
Sand stretches across rooftops, skylines blur, and the models appear suspended, almost weightless, like they&rsquo;re somewhere between air and water. It&rsquo;s slightly surreal, but that contrast is the point.

Shot with a clean, controlled approach, the campaign places Bella Hadid, Damson Idris, Louis Partridge, and Liu Wen in these in-between spaces. Sometimes they&rsquo;re completely isolated on an empty stretch of sand, other times the city comes back into frame. That tension between escape and reality runs through every image.

The clothes follow the same idea. Tailoring meets beachwear without trying too hard to separate the two. Wide bermuda shorts sit next to sharper, more structured pieces. Printed linen works against leather. Light dresses are styled with more functional accessories. Everything feels slightly mixed, like it belongs to more than one setting.

Nothing here tries to define summer in a fixed way. The campaign leans into the idea that changing your surroundings isn&rsquo;t always about location, it&rsquo;s about how you see things. Familiar pieces, suits, swimwear, bags, are shown in a different light, something a bit less stable, a bit more open.

Courtesy of Prada.

Prada’s ‘Days of Summer’ Campaign Brings the Beach to the City

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Prada’s ‘Days of Summer’ Campaign Brings the Beach to the City

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