Prada has officially launched its Fall/Winter 2026 campaign, and the Italian fashion house is leaning heavily into its Hollywood connections. Titled “Simple Stories,” the new visual push is directed by Academy Award-winning filmmaker Barry Jenkins. The project features a high-profile roster of brand ambassadors, including Hunter Schafer, Troye Sivan, Chen Haoyu, and Kelvin Harrison Jr.
The creative direction pivots away from high-gloss studio shoots in favor of what Prada calls “domestic intimacy.” Set entirely within a secluded countryside villa, the visuals are meant to serve as an antidote to modern chaos. The short films and imagery capture the stars navigating quiet, everyday moments, blurring the line between private life and a cinematic fantasy.
Jenkins reportedly treated the shoot exactly like a feature film production. Before introducing any unscripted narrative or dialogue into the mix, the director focused purely on the physical relationship between the human form and the fashion. He utilized the garments’ silhouettes, textures, and drapes to communicate the mood of the room.
This kind of crossover is well-trodden territory for the luxury label. Prada maintains a deeply entrenched history of merging high fashion with the cinematic arts. The brand is famous for designing collections drawn from past inspirations from David Lynch and Rainer Werner Fassbinder, alongside highly publicized runway events featuring actors like Willem Dafoe and Gary Oldman. Jenkins brings a modern auteur lens to that exact legacy.
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The decision to hire Jenkins highlights a permanent shift in how European luxury houses market their seasonal collections. High fashion campaigns are no longer just about showcasing the physical drape of a coat or the stitching on a handbag. They are about establishing a comprehensive cultural universe.
By bringing an Oscar winner on board to treat a lookbook like an indie film, Prada forces its competitors to drastically step up their production value. It elevates the standard 60-second commercial into a piece of standalone art. When consumers see Schafer and Sivan directed by Jenkins, they aren’t just buying into a Fall/Winter wardrobe—they are buying into a specific, highly curated cinematic lifestyle.