Prada‘s new ‘Days of Summer’ campaign starring Kendall Jenner, Hunter Schafer and Troye Sivan reflects the parent company’s brilliant performance — sales rose 15 percent to 5.43 billion euros last year followed by its recent acquisition of Versace in a $1.4 billion deal.

Prada Unveils New Campaign: Days Of Summer

Prada Unveils New Campaign: Days Of Summer

Placid calm waters, a sense of depth, a ceaseless horizon of possibility. The romance of the Prada Days of Summer collection translates to a dream-like campaign, starring a cast including Kendall Jenner, Hunter Schafer, and Troye Sivan, each portrayed in the peace of a surreal, still sea.

Titled “Days of Summer,” the campaign shows the talent holding their Prada bag while sailing on a brightly-coloured gozzo, an archetypal Italian wooden boat, as if on the cusp of adventure. Tranquil, utopian and idyllic, every image has a pure visual representation of summer days.

Here, in still photographs by Oliver Hadlee Pearch and under the creative direction of Ferdinando Verderi, the campaign visualises the carefree joy of summer. Expressive of the carefree joy of summer, their clothes are free too, combining references to city and sea, casual and formal, like a great escape from everyday life into the beyond. These images mark a point of embarkation – the start, of days of summer.

Prada Unveils New Campaign: Days Of Summer

Prada Unveils New Campaign: Days Of Summer

RELATED CONTENT

Prada Group To Acquire Versace

Snap Inc. And Prada Group Announce New Global Collaboration

The cast of ‘Days Of Summer’ also includes models such as Lina Zhang, Julia Nobis, Gideon Adniyi, Giuseppe Cirillo, Nikita Gnetnev, Noor Khan, Melinda Kiss, Hanna Leszek, Yuliana Perez and Liu Qingzheng. Jenner returns to front a campaign for the luxury fashion brand after having appeared in the Prada Fall 2022 campaign, while Schafer and Sivan have been affiliated with the label for a long time.

Campaign Credits:

  • Creative Directors: Miuccia Prada and Raf Simons
  • Photography: Oliver Hadlee Pearch
  • Campaign Creative Direction and Film: Ferdinando Verderi
  • Cast: Gideon Adniyi, Giuseppe Cirillo, Nikita Gnetnev, Noor Khan, Melinda Kiss, Hanna Leszek, Kendall Jenner, Julia Nobis, Yuliana Perez, Liu Qinzheng, Hunter Schafer, Troye Sivan, Lina Zhang
Prada Unveils New Campaign: Days Of Summer

Prada Unveils New Campaign: Days Of Summer

Recent news on Prada

Prada Group recently announced that it has entered into a definitive agreement to acquire 100% of Versace from Capri Holdings. The luxury fashion brand constitutes a strongly complementary addition to the Prada Group’s portfolio and displays significant growth potential leveraging multiple value creation levers. Within the Prada Group, Versace will maintain its creative DNA and cultural authenticity, while benefitting from the full strength of the Group’s consolidated platform, including industrial capabilities, retail execution and operational expertise.

“We are delighted to welcome Versace to the Prada Group and to build a new chapter for a brand with which we share a strong commitment to creativity, craftsmanship and heritage,” Prada Group chairman and executive director Patrizio Bertelli said in a statement. “We aim to continue Versace’s legacy celebrating and re-interpreting its bold and timeless aesthetic; at the same time, we will provide it with a strong platform, reinforced by years of ongoing investments and rooted in longstanding relationships. Our organisation is ready and well positioned to write a new page in Versace’s history, drawing on the Group’s values while continuing to execute with confidence and rigorous focus.”

Versace was put up for sale by Capri -parent of Michael Kors and Jimmy Choo- after the company’s merger with Tapestry -owner of Coach, Kate Spade and Stuart Weitzman- was blocked by the US Federal Trade Commission in November 2024. Capri — at the time, Michael Kors Holdings — acquired Versace in January 2019 for over $2.1 billion.

“The acquisition of Versace marks another step in the evolutionary journey of our Group, adding a new dimension, different and complementary,” Andrea Guerra, Prada Group CEO, said in a statement. “The Group’s infrastructure is strong, we have verticalised our brands’ organisations and reinforced our routines and processes. We feel ready to open this new chapter. Versace has huge potential. The journey will be long and will require disciplined execution and patience. The evolution of a brand always needs time and constant focus. I would like to thank Capri Holdings for having preserved and enhanced the heritage of this wonderful brand.”

Versace joins Prada with a new chief creative officer. On 13 March, the luxury fashion brand announced that Donatella Versace would be stepping down into a new chief brand ambassador role, after nearly 30 years. Dario Vitale has been appointed creative director for the house. He joins Versace from Miu Miu where he was formerly the Design and Image Director.