Prada sets its “Days of Summer” 2026 campaign on a rooftop, trading shoreline for skyline. Photographed by David Sims, the visuals place sand on top of a metropolitan skyscraper, turning a concrete terrace into what the house calls an “Urban Beach.”
Prada “Days of Summer” 2026 Campaign
Actors Damson Idris and Louis Partridge recline against the cityscape, stretched out as if the office let out early and the coast pulled them upward. For Idris, the campaign extends a strong year with Prada after his appearance in the spring 2026 campaign. Partridge returns to the house from a different climate, having last appeared in the snow-covered holiday 2025 advertisement.
This season’s “Days of Summer” collection runs on what Prada calls “instinctive collisions,” and the wardrobe proves the phrase. Charcoal wool trousers sit next to open-knit cotton polos. Pinstriped lounge shorts layer under cotton jackets.
The collection sets tailored pieces against other garments, more loose and warm-weather, so each look holds a visible tension between formality and undress. Prada’s leather loafers complete each outfit, and their presence on a sand-dusted rooftop sharpens the contradiction at the center of the campaign. On that rooftop, Prada turns summer into a state of mind, less about escape and more about where you choose to place it.
