Artist Jordan Wolfson has directed a new advertising campaign for Prada's Spring/Summer 2026 collection. The campaign, titled "I, I, I, I AM… PRADA," features unsettling, computer-generated birds and a bird-man hybrid alongside models including actors Carey Mulligan, Nicholas Hoult, Damson Idris, and Hunter Schafer, continuing Wolfson's signature style of disturbing digital avatars.
The collaboration highlights the ongoing and complex trend of major fashion houses enlisting high-profile contemporary artists for campaigns and runway shows. It raises questions about whether such partnerships represent genuine support for the arts or the subsumption of artistic provocation into commercial branding, as critics have debated the potential for fashion to neutralize the challenging edge of artists' work.