Still Seas & Prada Dreams: The House’s ‘Days of Summer’ Campaign is a Cinematic Escape into Utopian Ease

At JDEED, our devotion to Prada runs deep. Always poetic, always precise, the house returns this season with a campaign that feels like a love letter to longing—and to the summer we wish we were living.

There’s fashion, and then there’s Prada—timeless, conceptual, always one step ahead in its vision. For Summer 2024, Prada delivers Days of Summer, a visually arresting campaign that captures the quiet freedom and soft euphoria of a season suspended between sky and sea. Starring icons Kendall Jenner, Hunter Schafer, and Troye Sivan, the imagery plays out like a surrealist reverie: sun-washed, soul-stirring, and stripped down to pure elements.

Photographed by Oliver Hadlee Pearch under the creative direction of Miuccia Prada and Raf Simons, the series unfolds aboard brightly colored gozzo boats—the kind of archetypal Italian vessels you’d expect to find drifting somewhere off the coast of a memory. Clothes blend city with sea, tailoring with vacation, and polish with play. It’s a wardrobe for those whose lives are spent in motion, but who understand the power of stillness.

Each frame feels like the start of a story: a beginning, a breath, a wish cast across water. There’s something inherently hedonistic here, too—the kind of beautiful abandon that only Prada knows how to make feel restrained and radically refined all at once.

For JDEED, Days of Summer is more than a campaign. It’s a moment to remember why we always come back to Prada: for the storytelling, the stillness, the surprise. And above all, for the way it reminds us—season after season—that fashion can be more than fantasy. It can be feeling.

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