Prada Is Poised for VIC Brainiac Status and The Prada Days of Summer 2026 Campaign

Prada Is Poised for VIC Brainiac Status and The Prada Days of Summer 2026 Campaign AOC Fashion

Prada [IG] brand brings summer sand to New York City, in a ‘smart people wear Prada’ campaign, where plains of sand cover skyscrapers and even junior executives can enjoy a short getaway.

Undaunted by urban obstacles to beachifying Manhattan, Prada rises to its intellectual perch to offer everyday humans a way out — if only in our minds and memories. The Prada Days of Summer 26 Campaign lives between these juxtaposed realities.

Liu Wen joins Prada ambassadors Bella Hadid, Damson Idris and Louis Partridge in fronting the growing trend of ‘urban beaches’ in global cities worldwide. David Sims [IG] photographs the campaign with creative direction by Ferdinando Verderi.

AOC doubts that Prada is prompting an intellectual discussion on ‘cool roofs’ as a highly-effective way to reduce summer heat and energy consumption. But if any luxury brand wants to advocate for that inquiry, Mrs. Prada and Prada co-creative director Raf Simons are at the head of the pack.

Miuccia Prada ‘Titan’

Miuccia Prada was first on the global TIME 100 list in 2005; she returned to the list in 2025, recognized as a ‘Titan’ for influencing fashion, identity and culture. Anne is optimistic that finally we have found a word — ‘titan’ — that fashion and culture writers are using sparingly and only for those who deserve the title by accomplishment and not hype. Fantastic!

Prada Group 2025 Financials

Prada Group will not release first-quarter 2026 financials until its board meeting on April 30. We await the results with interest, because the Prada mothership may be gaining traction once again, based on the 2025 performance.

Yes, Miu Miu continues to drive the revenue headlines, with a 35 revenue increase in 2025, building on a 93% increase in 2024. But the grand dame herself had ‘only’ a 1% decrease in same store revenue in 2025, and that is encouraging.