Loro Piana Spring 2026 Ad Campaign

Review of Loro Piana Spring 2026 Ad Campaign by Creative Director Atelier Franck Durand and Photographer Mario Sorrenti with models Jacqui Hooper, Long Li, Vasko Luyckx, Awar Odhiang, and Binx Walton

Loro Piana continues its tradition of architectural storytelling with the Spring 2026 campaign, photographed by Mario Sorrenti in the storied hills of Saint-Paul-de-Vence. Under the creative direction of Atelier Franck Durand, the campaign draws its atmosphere from two cultural landmarks – La Colombe d’Or and the Fondation Maeght – each steeped in a legacy of hospitality, creativity, and quiet grandeur. These are places with a certain insider reverence – recognized by those who know where to look. The house leans into that discreet allure, where beauty lies in familiarity and feeling.

What’s most compelling is the campaign’s restraint, capturing a quiet elegance and effortless ease. Styled by Aleksandra Woroniecka, the collection moves easily through the spaces – Binx Walton, Awar Odhiang, Long Li and others wearing sun-washed linens and fluid silhouettes that feel entirely of the moment, yet grounded in timeless codes. The palette nods to the landscape: mineral whites, ochres, deep sea greens. The styling doesn’t break character– it distills everything the house stands for: ease, discretion, and material integrity.

That sensibility is echoed in the artists tied to this region. Miró, Giacometti, Chagall – each known for emotional clarity and formal restraint – share an affinity with the house’s approach to design. Their works, much like Loro Piana’s collections, favor depth over spectacle. In this context, the setting becomes more than a backdrop – it’s a mirror. The campaign lets clothes, space, and memory unfold in unison, crafting a moment that feels deeply lived-in.

This isn’t just a continuation of the house’s visual language – it’s a refinement of it. Another chapter, yes, but one that lingers.