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By The Fashion Editorial Team
In a graceful interplay of heritage, artistry, and intimacy, Loro Piana unveils its Fall/Winter 2025–2026 ADV Campaign — a richly layered homage to the creative spirit. Photographed by the inimitable Mario Sorrenti, the campaign deepens the maison’s ongoing narrative, shifting from the sun-drenched modernism of Casa das Canoas to the mythic poetry of Jean Cocteau’s Villa Santo Sospir on the French Riviera.
More than a campaign, this season unfolds as a living tableau — a meditation on timeless elegance, artistic legacy, and the understated power of presence.
### Where Fashion and Fresco Collide
The setting is no mere location; it is the heartbeat of the story. Villa Santo Sospir, famously “tattooed” by Cocteau himself, becomes both backdrop and protagonist. Its mural-covered walls, rendered in delicate strokes and mythic symbolism, mirror the nuanced textures and quiet strength of the Loro Piana collection — where brushstroke meets brush cashmere, and limestone meets linen.
“The villa’s warmth and artistic pulse created a natural rhythm,” reflects Mario Sorrenti. “Its walls didn’t just frame the collection — they moved with it.”
Here, the campaign transcends fashion. It becomes a cinematic weekend: models Alix Bouthors, Leon Dame, Long Li, Awar Odhiang, and Binx Walton wander through painted corridors, captured in moments of unstudied ease — reclining in the filtered morning light, or drifting past frescoed archways with coats undone, sleeves rolled, silk pooling at the ankles.
### An Elegant Ease, A Painterly Touch
The Fall/Winter 2025–2026 collection leans into a quiet sensuality. Sweeping silhouettes, brushed textures, and subdued hues draw from landscapes around the globe, reinterpreted through the maison’s unparalleled material vocabulary: vicuña, baby cashmere, storm-proof wool. Earthy tones — weathered terracotta, salt-washed ivory, pine-smoked greys — echo the villa’s sun-bleached interiors and windswept gardens.
Clothing is not styled, but inhabited. A walnut-hued coat slouches over a linen shirt, undone just-so. A gauzy knit dress glimmers against a frescoed column, like sunlight dappling the sea. These are garments in conversation with their environment — organic, elegant, and profoundly tactile.
### Luxury Reimagined: Presence Over Performance
Loro Piana’s campaign explores a question at the heart of modern luxury: What endures? The answer, here, is a radical softness. Not a return to the past, but a re-centring of values — quality, care, intimacy, and a deliberate pace.
If last season spoke of architecture and light, this one speaks of craft and soul. In a cultural moment saturated with visual noise, Loro Piana chooses stillness. It is not fashion as spectacle, but fashion as sanctuary — deeply personal, enduringly refined.
### The Art of Living, Reaffirmed
The campaign’s title — The Way We Were — resists nostalgia. It gestures instead toward authenticity. Toward a way of being where clothing is not an escape from reality, but a means of deepening it. Where elegance is not performed, but lived — in the brush of wool against skin, the drape of silk at dusk, the whisper of shoes on muralled stone.
Creative direction by Atelier Franck Durand, styling by Aleksandra Woroniecka, hair by Damien Boissinot, and makeup by Hiromi Ueda bring a quiet choreography to the imagery. Every detail — from the looseness of a cuff to the glint of sunlight on bronze buttons — contributes to a world that feels both elevated and entirely human.
### A Living Legacy
This is not simply a campaign. It is a conversation across disciplines and generations — between Cocteau and Sorrenti, between craft and instinct, between what is worn and what is felt. It celebrates a shared obsession with mastery — the kind that takes time, reverence, and restraint.
In Villa Santo Sospir, Loro Piana has found not just a house, but a home for its values. A place where the art of dressing meets the art of living — and where beauty, quietly, endures.