FEATHER ACT: In the current era defined by chronically online audiences and ever-shortening attention spans, Prada has made the surprise release of a second act to its spring 2026 campaign.
The new installment, which dropped Friday, features a pop- and dystopian-tinged collaboration with American artist Jordan Wolfson, known for his thought-provoking artworks spanning new-gen media such as animatronics, robotics, virtual reality, holography and digital animation.
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Reprising the cast of act one — headlined by actors Levon Hawke, Damson Idris and Hunter Schafer, in addition to Nicholas Hoult and Carey Mulligan, as well as musician John Glacier and model Liu Wen — the new images depict talents flanked by Wolfson’s otherworldly characters.
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Life-size, birdlike creatures that could be drawn from the popular video game franchise “Angry Birds” but are described by Prada as “unnamed, unreal and dreamlike…defined by complex visual imaging,” interact with the cast.
In a video flanking campaign imagery shot by Oliver Hadlee Pearch, Wolfson’s characters interact and emulate the poses of the talents as the latter recite the mantra “I, I, I, I am…,” which is left intentionally incomplete.
“Wolfson’s intervention in the spring 2026 campaign opens ceaseless possibilities, multiplicities of identity and being, of what Prada can be, how it can be perceived — and re-perceived — through constantly questioned conventions of an advertising campaign,” the Italian luxury brand said in a statement.
The first act of the campaign released last January also featured an artist collaboration with the American Anne Collier. Titled “Image of an Image,” it was intended as a meta-conversation on the role and relevance of advertising. In each still-life composition set against a zingy orange backdrop, Collier photographed hands holding up the collection shots.