Artist Jordan Wolfson is bringing his off-kilter world to Prada. The fashion house has tapped the American artist to direct its uncanny Spring/Summer 2026 campaign of images and video. The models for Wolfson’s “I, I, I, I AM… PRADA” series include British celebrities Carey Mulligan, Nicholas Hoult, and Damson Idris. Other models include rapper John Glacier, American actor and actress Levon Hawke and Hunter Schafer, and Chinese model Liu Wen.
Prada’s campaign situates its brand-clad cast alongside larger-than-life digital birds and colorful, scale-covered figures. One image, for example, features Schafer, apparently fallen from an office chair and seated next to a giant, digital brown bird. The models speak in a stilted refrain of “I” and “I am,” which inspires the campaign’s official title.
“Wolfson’s intervention in the Spring/Summer 2026 Prada 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,” Prada stated in its website announcement.
Wolfson is known for creating unsettling artworks using VR, photography, and video to probe the psychological limits of spectatorship. His practice often stages encounters with animatronic figures and immersive media that implicate the viewer. For instance, the artist presented an installation at Fondation Beyeler in 2025, in which two visitors put on VR headsets to see themselves from the other participant’s point of view.
One of the artist’s most famous video works, Riverboat song (2017–18), offers a precursor to the artist’s Prada campaign. The 16-channel video installation, which debuted at David Zwirner in New York, follows the unsettling actions of anthropomorphic animals, akin to the giant birds in Wolfson’s new work for Prada.
