Loro Piana, the renowned Italian luxury brand, unveiled its fall/winter 2026 ad campaign shot over four days this spring in Houston. The campaign highlights a collaboration with the Menil Collection and the private residence of the de Menils, alongside the serene Rothko Chapel, which features iconic works by Mark Rothko. This artistic backdrop sets the stage for showcasing the brand's luxurious wool and cashmere garments.
Loro Piana’s Unique Locations
The choice of locations for the ad campaign is particularly intriguing. The Menil Collection and the de Menil private home are not typical venues for a fashion shoot, offering a distinct artistic flair. The campaign was shot by acclaimed photographer Mario Sorrenti, who captured the essence of these unique spaces over a four-day period.
The Rothko Chapel, a non-denominational space founded by John and Dominique de Menil, is filled with tranquil canvases by Rothko. This setting not only enhances the visual appeal of the campaign but also reflects the brand's commitment to art and culture.
Fashion Meets Art: The Ad Campaign
Throughout the campaign, Loro Piana showcased a variety of garments, including coats, trousers, sweaters, and dresses, all crafted from high-quality materials. The integration of furniture and artworks from the de Menil collection, featuring artists like Tomás Yepes and Francesca Fuchs, adds depth to the fashion narrative.
