Prada has unveiled the second chapter of its Spring/Summer 2026 campaign, “I, I, I, I am…”, inviting American artist Jordan Wolfson to disrupt traditional fashion imagery with unnamed, unreal, and dreamlike digital creatures alongside a cast of Prada ambassadors and friends of the house.
Framed by Co Creative Directors Miuccia Prada and Raf Simons , the project turns the campaign into an exploration of how identity and images are constructed and fractured in an era saturated with screens. I, I, I, I am…: a
fragmented identity mantra In the new film and stills, each person in the cast repeats the phrase “I, I, I, I am…” without ever adding the final word, a deliberate omission that, as Prada notes, turns the line into both statement and open question: a declaration of self and an invitation to imagine what completes it.
The repetition and stuttered rhythm echo the way identity can feel looped, rehearsed, and edited in digital culture, with the models appearing in a stark, white walled space that recalls both a studio and a psychological set. Photographs by Oliver Hadlee Pearch are sharp, controlled, almost clinical, with clean compositions that isolate silhouettes and gestures so that even small shifts in posture read as emotionally loaded.
Into this precise framework, Jordan Wolfson inserts his CGI figures, whose presence unsettles the image just enough to make viewers question what is staged and what is intruding from another, less tangible layer of reality.
Jordan Wolfson’s creatures enter the Prada universe The collaboration marks a significant fashion world move for Wolfson , known for provocative, often disturbing works like his animatronic Female Figure and VR piece Real…
