Euphoria’s Hunter Schafer leads the cast of the Spring/Summer 2026 Prada campaign, a conceptual, art-driven project that challenges how fashion imagery is created, consumed, and understood in the digital age.
The new campaign, conceived by Prada Creative Directors Miuccia Prada and Raf Simons, continues the house’s long-standing interrogation of advertising itself, asking viewers to reconsider not just the clothes, but the very mechanics of the campaign image.
Schafer appears alongside a cast that includes Carey Mulligan, Nicholas Hoult, Damson Idris, Levon Hawke, musician John Glacier, and model Liu Wen. Each brings a distinct presence to imagery that is less about performance and more about observation, reflection, and authorship.
The campaign is executed by American artist Anne Collier, whose work has spent decades examining photography as both object and cultural signal. Rather than traditional fashion visuals, Collier presents the campaign as a series of physical still-life compositions. In each image, hands hold photographs of Prada looks shot by Oliver Hadlee Pearch, positioning the audience as both viewer and participant. Watch below:
Within those framed photographs, the Prada Spring/Summer 2026 collection is worn by the cast, creating a layered perspective that blurs lines between subject, object, and observer. The result is a campaign that treats fashion imagery as something tactile and intentional, not endlessly scrollable content.
For Schafer, the campaign aligns naturally with her broader creative identity as both an actor and visual artist. Since her breakout role as Jules on Euphoria, she has become a defining figure in contemporary culture, balancing major film projects with a distinctly personal artistic voice. Her presence grounds the campaign in a conversation about identity, authorship, and visibility.
Prada describes the Spring/Summer 2026 campaign as both a celebration of fashion imagery and a liberation from it, framing luxury through fine art rather than spectacle. It also reinforces the brand’s ongoing dialogue with contemporary artists, reflecting a deep respect for the relationship between fashion and broader creative culture.
In a landscape dominated by digital immediacy, Prada’s latest campaign asks viewers to slow down, look closer, and reconsider what it means to see and be seen.
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