Miuccia Prada and Raf Simons look to Barry Jenkins for a campaign suspended between cinema and reality, where intimate gestures, everyday life and individuality become a new language for fashion.
For the Prada Fall/Winter 2026 campaign, simplicity, honesty and humanity become an antidote to the complexity of life. “Simple Stories” reflects on the women’s and men’s collections by Miuccia Prada and Raf Simons, translating their layered meanings and multifaceted realities into imagery that finds the extraordinary within the ordinary.
The campaign focuses on intimate gestures and private moments, treating them as fragments capable of containing multiple meanings. Everyday scenes are isolated, preserved and recontextualized through a distinctly cinematic lens.
Cinema provides the visual grammar of the project. Prada continues its ongoing dialogue between fashion and filmmaking, repeatedly reframing its visual identity through new perspectives and contexts. Here, the clothes are not simply the protagonists: they become another character, another focus within the narrative.
Directed by filmmaker Barry Jenkins, the campaign transforms scenes of domestic intimacy and normalcy into moments suspended between reality and fiction. Chen Haoyu, Kelvin Harrison Jr., Hunter Schafer and Troye Sivan bring these scenes to life across still and motion imagery.
The photographs and short films take the form of narrative fragments: incomplete scenes, implied identities, instinctive postures and natural attitudes. Each image reveals only part of a story, inviting the viewer to imagine what came before and what might happen next.
The clothes enter into a direct rapport with the bodies wearing them. Fashion becomes an expression of individuality, while the boundary between actuality and fantasy remains deliberately blurred — whether to act or react, whether to be aware or unaware of being observed.
The result is an intentionally quiet and reflective campaign built around cinematic contrasts. Still lives are placed alongside enigmatic portraits, creating a visual language that refuses to explain everything and instead leaves room for interpretation.
Scenes from life. Simple fragments transformed, through the Prada and Barry Jenkins lens, into something quietly extraordinary.
