"The campaign is called "I, I, I, I, am... Prada," which is the precisely the mantra those stood before the camera in a white-walled room utter-some casually, others haltingly-except for that last word."
"Wolfson introduces two types of characters that pose and gesture alongside Prada's models, one resembling a bodysuit formed of armadillo scales and the other a birdman with a beak."
"Wolfson's video is a play of inner and outer selves, an alter ego that mimics, mocks, and touches the models without them realizing it."
"If, as Prada suggests, Wolfson's references are drawn from contemporaneous culture and our image saturated society, then the immediate connections here appear to be gimp suits and 3D computer models."
Jordan Wolfson's collaboration with Prada for the Spring/Summer 2026 campaign introduces animatronic sculptures alongside models. The campaign, titled "I, I, I, I, am... Prada," features characters that are both bizarre and visually striking. Wolfson's creations include a bodysuit resembling armadillo scales and a birdman figure. The video explores themes of identity and self-perception, with Wolfson's characters interacting with models in a surreal manner. The campaign reflects contemporary culture and the saturation of images in society.
Read at Artnet News
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