Prada’s Days of Summer campaign finds calm water and clean lines to mark the season’s first call for escape.
Prada proposes a slowed‑down view of summer with its new “Days of Summer” campaign. Shot by Oliver Hadlee Pearch, the series places Kendall Jenner, Hunter Schafer, and Troye Sivan on still water that seems to merge with an open sky. The horizon is flat, the light is even, and the mood is hushed—as if time has been paused for one reflective moment.
The cast stands on vivid gozzo boats, the traditional Italian craft normally spotted along Mediterranean ports. Stripped of sails and noise, each vessel becomes a floating stage for the clothes and for the idea of departure. Jenner leans into the bow as if weighing a next move; Schafer gazes outward, meeting nothing but blue; Sivan sits at ease, ready for whatever comes.
Clothing carries its own push and pull. Tailored jackets meet sailor stripes, city‑sharp trousers rest against bare ankles, and the color palette drifts from sand to midnight. The mix underscores Prada’s habit of setting formal codes against everyday ease, a tension that has powered the label’s recent seasons.
“Days of Summer” lands at a moment when travel feels both tempting and fraught; Prada’s answer is to create its own quiet latitude. The images promise small freedoms—sun on skin, wind on linen—without insisting on spectacle. What begins as fashion photography ends as an invitation: step aboard and write the next scene yourself.
