Imagine this: lounging in the sand, a cold drink in hand—except instead of crashing waves, it’s cars honking and sirens wailing nearby. Not everyone’s ideal beach day, but Prada embraces the unconventional, the contradictory, the absurd in its new collection.

The campaign features Bella Hadid, Damson Idris, Louis Partridge, and Liu Wen, photographed by David Sims. They bring the image to life: a sandy oasis set atop a concrete skyscraper. Against every expectation, it works. The collection feels casual yet elegant—modern while still grounded in Prada’s codes. Elements of swimwear meet classic tailoring, shaped by a subtle shift in perspective. These are the days of summer, brought to you by Prada.