Drift State: Prada’s Summer Menswear Arrives With Still-Water Energy

Prada’s latest menswear statement doesn’t shout. It leans in, low and confident, with a whisper that carries. The brand’s ‘Days of Summer’ campaign is less about the loud arrival of the season and more about its mood — the stillness before the breeze picks up, the moment before everything shifts.

Shot by Oliver Hadlee Pearch, the campaign stars Hunter Schafer, Kendall Jenner and Troye Sivan poised on brightly painted gozzo boats floating on calm, endless seas. The cast, though familiar, is presented as serene figures at rest — seekers rather than icons. And while the campaign skews dreamlike, the clothes ground the fantasy.

For menswear, it’s all about that tension between the formal and the relaxed. Summer tailoring is stripped back and softened. Shirt silhouettes are breezy but precise, trousers taper without clinging, and outerwear leans into structure without losing ease. The references are there: a city man flirting with the idea of sea air. Or the other way around. It’s up for interpretation.

The palette pulls from classic nautical cues — deep blues, sun-faded neutrals, soft whites — but Prada filters them through a modern lens. Fabrics shift light subtly, cutaways are clean, and everything feels designed to move with you, not against you. These are pieces made for summer’s in-between moments: the impromptu lunch, the train to the coast, the late-night walk home when the air finally cools.

There’s a sense of controlled freedom here, the kind that men’s style is beginning to lean into more confidently. Less performance, more presence. Less wardrobe-as-armour, more as a reflection. And in that, Prada gets the tone just right.

Call it quiet hedonism or intentional escape. Either way, this is summer dressing for the modern man who prefers subtle sharpness to overt flash — a reminder that calm can be a statement in itself.