Prada’s Provocative Spring/Summer 2026 Campaign: Jordan Wolfson Unleashes Uncanny Avian Companions

In a bold fusion of high fashion and contemporary art, Prada has released the second chapter of its Spring/Summer 2026 advertising campaign, reimagined by Los Angeles-based artist Jordan Wolfson. Titled “I, I, I, I am… Prada,” the project—directed by creative leaders Miuccia Prada and Raf Simons—features an A-list cast including actors Carey Mulligan, Nicholas Hoult, Damson Idris, Hunter Schafer, Levon Hawke, musician John Glacier, and model Liu Wen.

Wolfson, renowned for his unsettling animatronic sculptures, video works, and explorations of identity in an image-saturated world, introduces unnamed, unreal, and dreamlike creatures that resemble oversized, glistening birds. These computer-molded figures, clad in shifting leather hues matching the models’ outfits—teal for pink, silver-green for grey, black for black—interact intimately with the cast. In one striking scene, a giant pink bird in thigh-high boots rests beside a lounging Carey Mulligan, its hands moving from her shoulders to her head. Another shows Nicholas Hoult seated with a massive black bird perched cross-legged behind him, evoking an eerie, almost stalking presence.

Shot by photographer Oliver Hadlee Pearch, the 80-second video and accompanying stills capture the talents reciting the mantra “I, I, I, I am…”—intentionally left incomplete, as Prada describes it as “both a declaration and proposition.” The avian entities emulate poses, breathe deeply, and gaze directly at viewers, blurring boundaries between reality and simulation.

This collaboration extends Prada’s ongoing investigation into fashion’s meaning and the evolving role of images. Wolfson’s provocative creatures—slick yet menacing—echo his past works, like the notorious animatronic figures at David Zwirner, while pushing luxury advertising into surreal, dystopian territory.

The campaign, launched in March 2026, has sparked widespread discussion for its unsettling yet captivating vision of identity as fluid and redefined.