Prada turns Bella Hadid into the heroine of an urban myth

Summer at Prada this time doesn’t look like a postcard or the usual dream of the sea. In the new “Days of Summer 2026” campaign, it stops being a place altogether. Instead, it becomes a state of mind you can carry with you—even when the city, noise, and glass skyscrapers are all around you.

Summer at Prada this time doesn’t look like a postcard or the usual dream of the sea. In the new “Days of Summer 2026” campaign, it stops being a place altogether. Instead, it becomes a state of mind you can carry with you—even when the city, noise, and glass skyscrapers are all around you.

At the center of this story is Bella Hadid. But she’s not shown as a “vacation model” or in a typical glossy image. She looks like she has simply ended up in another world and accepted its rules with ease. Calm, composed, slightly distant—she doesn’t represent summer, she exists within it.

The world around her is not reality in the traditional sense either. Prada and photographer David Sims create a city that seems to have lost the laws of physics. Skyscrapers turn into islands, sand appears on rooftops, and space behaves as if it is both beach and metropolis at once. This is not fantasy for fantasy’s sake—it’s an attempt to show how internal states blend within a person.

Alongside Bella are Damson Idris, Louis Partridge, and Liu Wen. But no one tries to steal the spotlight. Each has their own zone, their own “island,” their own silence within the shared urban landscape. And this carries an important idea: modern closeness doesn’t require constant presence. Sometimes it’s enough just to share the same space without crossing each other’s boundaries.

The clothing supports this idea without needing many words. Light Bermudas, printed linen, canvas mini dresses, leather bags, and simple accessories feel like they belong to every possible life scenario. It doesn’t matter where you are—in the city or on an imagined holiday. Everything works in the same rhythm.

What’s most interesting about this campaign is not the clothing or even the visual world, but the feeling. Prada suggests that summer doesn’t have to begin with a ticket. It can exist in everyday life: between meetings, walking through the streets, in a moment when lightness suddenly appears where you didn’t expect it.

And Bella Hadid in this story is not a symbol of the perfect holiday, but a reminder of something else. That sometimes “summer” is not a place or a season. It is a way of being in the world where, for a moment, everything stops feeling heavy and starts breathing with you.