By Fashion Editorial Staff
The Prada Summer 2025 campaign, Days of Summer, offers a breath of calm—an ode to tranquil escapism, where the boundaries between city and shore, casual and formal, dissolve into a luminous blue horizon.
Photographed by Oliver Hadlee Pearch under the creative direction of Ferdinando Verderi, the campaign assembles a star-studded cast including Kendall Jenner, Hunter Schafer, and Troye Sivan. Poised atop vibrant wooden gozzos, traditional Italian boats that serve as both visual anchors and metaphorical vessels, they float, literally and symbolically, between realities.
"These images mark a point of embarkation – the start, of days of summer," says the Milanese luxury house, framing the campaign as more than a fashion story: a first chapter in a larger narrative, a gentle departure from structure toward spontaneity.
The visual language leans into stillness and surreal simplicity: models appear suspended between sea and sky, evoking what the brand describes as "a purity, an almost impossible reduction of nature to its core elements, a pure visual representation, an embodiment of summer days." That distilled aesthetic mirrors the collection itself, which merges urban refinement with maritime ease.
At its core, the campaign channels a broader cultural longing—fashion’s ongoing dialogue with the fantasy of escape. As consumers increasingly seek moments of emotional refuge, Prada responds not with spectacle, but serenity. Under the direction of Miuccia Prada and Raf Simons, the house offers not only garments but the contours of an imagined world—a kind of psychic departure. A “great escape from everyday life into the beyond.”
For a house long defined by intellectual rigor and conceptual subversion, this embrace of unfiltered pleasure feels like a pivot—one that’s as calculated as it is refreshing. In this summery dreamscape, Jenner, Schafer, and Sivan are cast as “pure pleasure-seekers, hedonists beginning their escapades, commencing unique and unanticipated narratives.”
That spirit of liberation extends into Prada’s retail spaces, where colorful gozzos have been integrated into window displays, inviting passersby to board the dream themselves. A campaign becomes a portal; a storefront, a threshold. In Days of Summer, fashion drifts free of structure—and invites us to do the same.