Prada has unveiled its Fall/Winter 2026 campaign, starring Hunter Schafer and Troye Sivan in images and a short film directed by Oscar-winning filmmaker Barry Jenkins. The campaign, which debuted July 21, represents a continuation of Prada’s strategy of using cinematic storytelling to anchor its seasonal imagery.
The choice of Schafer and Sivan reflects Prada’s evolving definition of the Prada woman and man. Both actors occupy a space in celebrity culture that transcends traditional gender binaries in fashion advertising. Schafer, who has been a Prada front-row fixture and brand ambassador since 2022, and Sivan, whose own style oscillates between glamour and androgyny, embody a fluidity that aligns with the house’s recent collections.
The clothing reads as an extension of the characters rather than a costume. Schafer wears Prada’s precise outerwear — a double-faced wool coat with a sculpted collar, a shearling jacket in an undersaturated brown — while Sivan is dressed in the collection’s softer tailoring: a deconstructed suit in a brushed wool, a leather bomber with a rounded shoulder line. The accessories — the new Cleo bag in nappa leather, the brushed-leather lace-up boots — appear as natural extensions of the body rather than staged product placement.
Jenkins’ involvement marks the first time an Academy Award-winning narrative filmmaker has directed a Prada campaign, elevating the format beyond standard fashion film into something closer to short cinema. The campaign was shot on 35 mm film in New York, a deliberate choice that gives the images a grain and depth that digital capture cannot replicate.
The campaign will roll out across Prada’s digital platforms, print advertising, and OOH placements in key global cities through the autumn season. For a brand that has long treated its advertising as a cultural product in its own right, the Jenkins collaboration represents a new threshold in the convergence of fashion and cinema.
Jenkins, who won the Academy Award for Best Picture with ‘Moonlight’ and most recently directed the Prada-backed Barry Jenkins Fall 2026 campaign with Schafer and Sivan, brings his signature attention to the texture of everyday intimacy. The campaign film follows Schafer and Sivan through a series of seemingly mundane moments — a car ride, a conversation on a stoop, a quiet glance across a room — rendered with the warmth and natural light that characterises Jenkins’ cinematography.
