I, I, I, I AM… PRADA.
In a surprise second instalment, Prada released yet another promotion for their Spring/Summer 2026 collection led by American artist Jordan Wolfson. Known for his animatronic visuals, the campaign sees his video-graphic return since his “Riverboat Song” installation back in 2017. In this unique collaboration, Wolfson’s layered vision is dosed in Prada’s essence.
The campaign stars the same Prada cast – musician John Glacier, model Liu Wen, actors Levon Hawke, Damson Idris, Hunter Schafer, Nicholas Hoult, and Carey Mulligan alongside some “otherwordly” characters. Inspired by the colourful Angry Bird archetypes, these unreal, odd creatures interact with the cast in both campaign shots and respective video. “I, I, I, I am…” becomes the mantra in which the cast chant too. However, the declarative statement is left intentionally incomplete projecting the infinite possibilities of identity and being.
How can Prada be interpreted and re-interpreted is the question that Wolfson leaves the viewer. What are your thoughts on it?
PHOTO CREDIT: Courtesy of Prada.
