For its Fall/Winter 2025-2026 Campaign, Loro Piana continues its poetic exploration of artistry and craftsmanship, this time through the lens of renowned photographer Mario Sorrenti. Following the elegance of its Spring/Summer campaign in Brazil's Casa das Canoas, the Maison shifts to the evocative Villa Santo Sospir in the South of France, home to the late avant-garde visionary Jean Cocteau. This historic residence, with its walls famously "tattooed" by Cocteau himself, serves not only as a location but as an emblem of creativity. The campaign’s imagery bathes in a warm Mediterranean light, portraying a cast of familiar faces—Alix Bouthors, Leon Dame, Long Li, Awar Odhiang, and Binx Walton—inhabiting the space in a rhythm of refined spontaneity and subtle irreverence.
Cocteau's spirit is omnipresent, with his hand-drawn murals echoing the painterly elements found throughout Loro Piana’s new collection. The models pose with ease and an effortless, intelligent elegance: we find them reading, smiling, and subtly dancing. In this campaign, heritage meets contemporary simplicity. “What emerged is an elegant, lively ease,” says Sorrenti, “an organic flow of shapes, colours, and textures, exuding a profound yet smooth sophistication.” Just as Cocteau once gathered luminaries like Picasso and Matisse within the villa’s storied walls, this campaign becomes a modern communion of artistry, memory, and timeless luxury.
The Fall/Winter 2025-2026 Collection, unveiled on July 10, draws from landscapes both internal and external, inspired by a global journey that reflects Loro Piana’s enduring connection to the natural world. The campaign, imagined as an intimate weekend along the Riviera, invites us to rediscover The Way We Were, not as nostalgia, but as a reaffirmation of the enduring Loro Piana values: quiet excellence, deep respect for materials, and the pursuit of an elevated way of living. At the intersection of fashion, art, and architecture, this latest chapter underscores Loro Piana’s mastery in translating a lifestyle into garments: where every stitch tells a story, and every silhouette echoes the soul of a place.
