loro piana | the spring/summer 2026 campaign by mario sorrenti

In Saint-Paul-de-Vence, even lunch comes with a Miró. It is here, between La Colombe d’Or, the legendary inn where Picasso and Matisse used to trade paintings for a hot meal, and the Fondation Maeght, a modernist playground of limestone and glass that Loro Piana sets its Spring/Summer 2026 campaign, photographed by Mario Sorrenti as a total detox from the over-polished world of high-fashion advertising.

Sorrenti treats the location like a lived-in home. The images unfold slowly across limestone walls, tiled terraces and shaded interiors, catching the collection in motion. Models Jacqui Hooper, Long Li, Vasko Luyckx, Awar Odhiang and Binx Walton move through the spaces as if passing time between conversations, brushing past a Giacometti here, pausing near a Chagall there. 

Clothes slip into the rhythm of the village. Light jackets catch the Mediterranean breeze and fluid trousers echo the sharp, geometric lines of the Miró Labyrinth. The bright orange, exaggerated felt hat and the Extra Softy bag appear along the way, the latter carried low on the arm or tucked casually at the side. The collection’s placement against its setting is a delight. Warm-weather tailoring harmonises with sun-washed stone, while soft colours complement weathered walls and dense greenery.  Nothing is overdressed or smoothed into neutrality. 

 

Inside the Fondation’s library, textures take on a different weight, responding to shadow and filtered light. The campaign continues Loro Piana’s habit of choosing locations with a cultural pulse, following earlier chapters at Casa Rotonda, Casa das Canoas, Villa Santo Sospir and Balthus’ Grand Chalet, but Saint-Paul-de-Vence brings a particular intimacy, shaped by decades of artists returning, lingering and coming back again.

La Colombe d’Or and the Fondation Maeght share a history built on friendship and hospitality, on artists staying longer than planned and leaving something behind. That sense of continuity runs through the campaign. The clothes do not compete with the art, nor do they disappear beside it. They simply exist within the same atmosphere, absorbing light, space and movement. 

Shot by Sorrenti with his instinct for closeness and texture, the Spring/Summer 2026 collection finds its footing in a place where creativity has always been lived.

Discover the Loro Piana Spring/Summer 2026 campaign here.

photography. courtesy of Mario Sorrenti
words. Gennaro Costanzo