Between artistic heritage, timeless landscapes and quiet elegance, Loro Piana presents its Spring 2026 campaign as an intimate dialogue between fashion, culture and creative legacy.
Loro Piana once again proves that contemporary luxury goes beyond materiality, built instead on culture, art and a deep sense of place. For its Spring 2026 campaign, the Italian house sets its narrative in the heart of Provence, choosing Saint-Paul-de-Vence as the backdrop for a story where fashion, artistic history and timeless elegance converge naturally.
Photographed by Mario Sorrenti, the campaign unfolds across two locations deeply embedded in Europe’s creative imagination: La Colombe d’Or and the Fondation Maeght. Both sites have long served as refuges, studios and meeting points for some of the most influential artists of the twentieth century, forming a backdrop rich in memory, sensibility and cultural heritage.
Throughout the images, models Jacqui Hooper, Long Li, Vasko Luyckx, Awar Odhiang and Binx Walton are immersed in an environment where art is lived rather than displayed. Surrounded by frescoes by Marc Chagall, sculptures by Alberto Giacometti and spaces conceived by Joan Miró, the SS26 collection enters into a quiet conversation with its surroundings, reinforcing the idea of silent luxury that defines the house.
Rather than overt spectacle, Loro Piana embraces an aesthetic of relaxed sophistication, where garments appear to emerge organically from the setting. Lightweight fabrics, fluid silhouettes and a restrained colour palette echo the light of southern France, shaping a narrative in which nature, family and creation intertwine. As Sorrenti describes it, the location acts as a “timeless canvas” on which the collection intuitively finds its place.
The choice of Saint-Paul-de-Vence is far from incidental. Since the early twentieth century, the village attracted figures such as Pablo Picasso, Georges Braque and Fernand Léger, establishing itself as a creative epicentre where art became part of everyday life. That legacy endures today—and it is precisely this spirit that Loro Piana translates into imagery.
The campaign also highlights one of the season’s key accessories: the Extra Softy bag, an elongated evolution of the iconic Extra Bag. Crafted from precious materials including satin, woven leather, fine-grain leather, buttery calfskin and the exclusive Wish Cash Double Chevron fabric—a blend of wool and cashmere—the bag embodies the house’s artisanal obsession. Details such as the three-dimensional gold padlock engraved with the house initials and the vintage-inspired Ghiera charm reinforce its refined character.
Available in two sizes and shades including fossil, ancient sandstone, dark chocolate licorice and baby cashmere, the Extra Softy positions itself as one of the most coveted pieces of the season, priced from €3,700, now available in boutiques and on the official Loro Piana website.
With its Spring 2026 campaign, Loro Piana does more than present a collection—it builds a visual manifesto where luxury, far from ostentation, is expressed through history, art and an elegance that feels almost outside time. A proposal that confirms that when fashion aligns with culture, the result transcends the season itself.
