Art Meets Luxury in Loro Piana Spring 2026 Campaign Set in Provence
- DAAS2R
- 3 days ago
- 2 min read
For its Spring 2026 campaign, Loro Piana has chosen Provence—specifically the village of Saint-Paul-de-Vence—anchoring the project in places shaped by art, memory, and long-standing cultural exchange.
The house returns to its ongoing collaboration with Mario Sorrenti, who photographed the campaign across two locations closely associated with twentieth-century art: La Colombe d’Or and the Fondation Maeght. Both sites are part of the area’s artistic history, having hosted and inspired figures such as Georges Braque, Joan Miró, Fernand Léger, Alberto Giacometti, Marc Chagall, and Pablo Picasso.
Sorrenti describes Saint-Paul-de-Vence, together with La Colombe d’Or and the Fondation Maeght, as the setting that allowed the collection to settle naturally into its surroundings. The campaign frames the clothes within spaces where art, landscape, and daily life have coexisted for decades—without treating the locations as a backdrop detached from their histories.
The imagery features models Jacqui Hooper, Long Li, Vasko Luyckx, Awar Odhiang, and Binx Walton moving through the Fondation Maeght. They are photographed near a fresco by Chagall, beside a sculpture by Giacometti, within Miró’s labyrinth, and inside the foundation’s private library—compositions that place the garments in direct conversation with modern art rather than isolating them from it.
This choice of setting aligns with Loro Piana’s established approach to campaigns. Previous seasons have been photographed in locations with strong architectural and artistic identities, including Casa Rotonda by Cini Boeri, Casa das Canoas by Oscar Niemeyer, Villa Santo Sospir decorated by Jean Cocteau, and the Grand Chalet associated with Balthus. In each case, the setting has functioned as an extension of the brand’s values rather than as a visual device.
The campaign also brings focus to a new accessory: the Extra Softy bag. An elongated interpretation of the Extra Bag, it is produced in materials that include satin, woven leather, fine-grained leather, butter calf, and Wish Cash Double Chevron—a fabric developed from Loro Piana’s Wish wool and cashmere blend. The design includes a leather key ring with the Ghiera charm, an adjustable strap, and a gold three-dimensional padlock bearing the house initials.
Available in two sizes, the Extra Softy is offered in four colorways—fossil, ancient sandstone, dark chocolate licorice, and babu cashmere—and is priced from €3,700. The bag will be available in Loro Piana boutiques worldwide and through the brand’s official website.
With this Spring 2026 campaign, Loro Piana reinforces a consistent position: fashion presented within environments shaped by cultural continuity, where craftsmanship, place, and artistic reference are treated as interconnected rather than decorative.
