Loro Piana has revealed its Fall/Winter 2026 campaign, taking the Italian luxury house away from traditional fashion imagery and into one of America's most significant cultural landscapes.
Photographed by Mario Sorrenti, the new campaign unfolds across Houston's Menil Collection and the nearby Rothko Chapel, placing the collection inside spaces where architecture, contemporary art and design have always existed in conversation. Instead of relying on a conventional studio backdrop, Loro Piana uses the city's cultural institutions to frame a story centred on craftsmanship, creativity and quiet luxury.
The campaign traces a journey through the legacy of art patrons John and Dominique de Menil, whose influence helped shape Houston's cultural identity. From the couple's former residence, complete with interiors by legendary couturier Charles James, to Renzo Piano's Menil Collection museum and the meditative surroundings of the Rothko Chapel, each location reinforces the relationship between timeless design and everyday living.
An intergenerational cast brings the collection to life, including artist Jean-Charles Blais and Sigrid de L'Epine, alongside models Selena Forrest, Robert Forrest, Long Li, Jacqui Hooper, Colin Otto, Noor Khan and Jackson Giles. Throughout the accompanying campaign film, garments are presented in motion, whether walking through Houston's streets or interacting with everyday surroundings, placing an emphasis on the tactile qualities and functionality that define Loro Piana's approach to luxury.
Music plays an important role, too. American saxophonist Richard "Dickie" Landry, a longtime collaborator of the de Menils, provides an improvised soundtrack that echoes the contemplative atmosphere of the campaign. Landry previously performed at the Rothko Chapel during celebrations marking the opening of the Menil Collection in 1987.
Ahead of the Menil Collection's 40th anniversary in 2027, Loro Piana has pledged its support for the institution while also contributing to the Rothko Chapel's "Opening Spaces" initiative, a restoration and expansion project designed to preserve the landmark building for future generations.
