Prada’s latest campaign takes things to the beach

Chic, sophisticated and minimalist, Prada has a distinctly city-girl aesthetic. Defined by structured pieces and understated elegance, Prada’s unconventionality is often overlooked. From founder Miuccia Prada’s years spent studying political science and the art of mime to introducing nylon to the luxury fashion sphere, the brand’s genesis was fraught with contradictions. Its latest campaign, Days of Summer, is a testament to this.

Often pigeonholed as an urban brand, this campaign shoots Prada at the beach. Cultural icons Bella Hadid, Damson Idris, Louis Partridge and Liu Wen are captured where the oasis meets the metropolis. Through both the clothes and the skylines looming over the sands, the essence of the city creeps in. It’s a testament to the multifaceted nature of Prada on a philosophical level, and the wearability of the clothes on a more literal one.

The pieces themselves are also layered with juxtapositions. They represent a place where casual meets elegance, occasion mingles with undress and swimwear fuses with tailoring. Days of Summer is not just another collection, it’s a uniform. A way of life.