Loro Piana continues its journey through the vibrant world of art with photoshoots in important private artists‘ homes. The story began with the Spring/Summer 2025 campaign, which was shot in Brazil at the Casa das Canoas, nestled between the sun-drenched, lush nature and the architectural genius of pioneering Brazilian architect Oscar Niemeyer.
For the Fall/Winter 2025-2026 campaign, Loro Piana chose the mesmerizing home of French avant-garde artist Jean Cocteau as the perfect backdrop. This completes the circle and completes the season’s theme, „The Artist’s Life.“ The campaign was photographed by Mario Sorrenti.
The images are bathed in a warm light that underscores a sense of elegant, vibrant lightness. They capture the closeness of a family that leads a refined life and interprets clothing with natural nonchalance and a subtle hint of irreverence.
„The enchanting Villa Santo Sospir, with its unique artistic heritage, was the ideal setting for Loro Piana’s Fall/Winter 2025/2026 campaign. The house’s ‚tattooed‘ walls perfectly underline a collection rich in picturesque references to landscapes around the world. The result is an elegant, vibrant lightness, an organic flow of shapes, colors, and textures that exude a profound, effortless sophistication,“ explains Mario Sorrenti.
The incredible Villa Santo Sospir in the South of France, Jean Cocteau, South of France – © ADAGP-Comité Jean Cocteau, creates a seamless connection with the artistic inspiration of the new collection, which is full of picturesque references drawn from a journey through diverse landscapes of the world. The campaign combines the craftsmanship and excellence of Loro Piana’s Fall/Winter 2025-2026 collection with Cocteau’s artistic creations in the villa.
The legendary villa, with its views over the sea and lush green landscapes, is presented through shots of an imaginary weekend. Models Alix Bouthors, Leon Dame, Long Li, Awar Odhiang, and Binx Walton wander from room to room, from artwork to artwork, in an atmosphere of authentic discovery and connection. Cocteau’s masterpieces become an integral part of the story, creating a backdrop against which the models naturally indulge in spontaneous, joyful moments from sunrise until late into the evening.
You’re wearing the Loro Piana Fall/Winter 2025/2026 collection—a journey of discovery on horseback to discover The Way We Were—not for nostalgic reasons, but to affirm the Maison’s timeless values. Vast, pristine landscapes are at the heart of Loro Piana’s connection between fashion and life. They embody harmony with nature as a holistic approach to life. Each collection is a journey, and each country visited reflects Loro Piana’s ethos and history.
At the intersection of art, architecture, and fashion, the imagery celebrates a shared passion for perfection and outstanding craftsmanship, which requires time, dedication, and savoir-faire. These aspects are the common thread that connects Loro Piana’s creations, an extraordinary life, and the art of Cocteau.
