High above the Mediterranean, between limestone walls and a light that seems to float between heaven and earth, Saint-Paul-de-Vence becomes the setting for Loro Piana’s new Spring/Summer 2026 campaign. Photographed by Mario Sorrenti in the heart of Provence, the campaign delves into a territory where fashion ceases to be an isolated object and instead dialogues with the landscape, memory and art. It is not just a change of location but an immersion in a spirit: that of a place that for decades has attracted artists, writers and travellers seeking beauty in simplicity and depth in everyday life.
This new project is a continuation of a journey in which the brand has drawn inspiration from architecture and residences of great symbolic value around the world — from Cini Boeri's organic Casa Rotonda to Oscar Niemeyer's iconic Casa das Canoas, Jean Cocteau's decorated villa and Balthus' chalet. The fashion house once again turns its attention to two legendary enclaves: the Colombe d'Or and the Fondation Maeght. Both share a history of hospitality and creation, an invisible fabric of friendships and encounters where names such as Braque, Miró, Léger, Giacometti, Chagall and Picasso left their mark. These are places where art is not only exhibited: it is lived, discussed and inherited.
In this context, models Jacqui Hooper, Long Li, Vasko Luyckx, Awar Odhiang and Binx Walton stroll through gardens, corridors and libraries, dressed in pieces designed for warm climates, in vibrant colours and natural styles. The garments move between a Chagall fresco and Miró’s Labyrinth, as if they were trying to absorb the creative energy that impregnates every corner. The collection does not merely complement the art: it listens to it, reflects it and transforms it into texture, colour and movement.
Soft and flowing shapes, materials that dialogue with each other and a palette that blends with the stone, the tiles and the Mediterranean vegetation. The light that pours in through large windows, the warm interiors and the lush exteriors add layers to a visual narrative that celebrates the creative expression of the region. Thus, Loro Piana not only presents a collection but also captures the soul of Saint-Paul-de-Vence: a place where artists feel at home, where inspiration takes root and beauty is shared.
