Prada Commercial ✨ Spring/Summer 2026 — “I, I, I, I am…” Spot

This video is the second chapter of Prada’s SS26 campaign. While the first chapter (“Image of an Image”) explored how images shape perception, this chapter shifts toward identity, self‑construction, and the tension between reality and imagination.

The narration by Tuba Avalon guides the viewer through this conceptual shift.

🧠 1. Theme: The Construction of the Self

Prada describes this chapter as a move from image to identity. The repeated phrase “I, I, I, I am…” becomes:

• A declaration
• A question
• A fragment of self‑definition
• A statement left intentionally unfinished

Identity is shown as fluid, unstable, and constantly re‑formed. YouTube

🐾 2. Jordan Wolfson’s Surreal Creatures

American artist Jordan Wolfson introduces digitally rendered, dreamlike creatures — strange, playful, and slightly uncanny. They interact with the human cast, creating a world where:

• Reality and imagination overlap
• Identity becomes performative
• Characters confront versions of themselves

Fashion media notes that Wolfson’s creatures evoke the surreal energy of Where the Wild Things Are, adding a layer of psychological tension. Schön! Magazine

👥 3. The Cast in Unfamiliar Contexts

The campaign features Prada ambassadors and cultural figures:

• Hunter Schafer
• Nicholas Hoult
• Damson Idris
• Carey Mulligan
• John Glacier
• Levon Hawke
• Liu Wen

Each appears alone, facing imagined beings, reinforcing the theme of self‑reflection and internal dialogue. YouTube

🎨 4. Creative Direction & Production

• Creative Directors: Miuccia Prada & Raf Simons
• Artwork: Jordan Wolfson
• Narration: Tuba Avalon
• Campaign Creative Direction: Ferdinando Verderi
• Editing: Alexandre Potier YouTube

This team continues Prada’s ongoing exploration of fashion as a conceptual, psychological space.

🌀 5. What the Video Communicates

The film suggests:

• Identity is never fixed
• Repetition reshapes meaning
• The self is constructed through perception
• Fashion becomes a medium for exploring inner worlds

The phrase “I, I, I, I am…” remains unresolved — inviting viewers to complete it themselves. Schön! Magazine

The Prada SS26 “I, I, I, I am…” video is a surreal, introspective continuation of the season’s campaign. Through Tuba Avalon’s narration and Jordan Wolfson’s digital creatures, Prada explores the instability of identity and the blurred line between imagination and reality. It’s conceptual, poetic, and unmistakably Prada.

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