Loro Piana Unveils Spring/Summer 2026 Campaign in Provence
Loro Piana has released its Spring/Summer 2026 advertising campaign, photographed by Mario Sorrenti in the historic setting of Saint-Paul-de-Vence, France.
Loro Piana, the luxury fashion house under the LVMH conglomerate, has unveiled its advertising campaign for the Spring/Summer 2026 collection. The campaign was shot at two cultural landmarks in the French village of Saint-Paul-de-Vence, Provence: the Colombe d’Or and the Fondation Maeght.
Photographer Mario Sorrenti, known for his previous work with the brand, captured the campaign visuals. The location choice in Saint-Paul-de-Vence, a village with a rich artistic history, aims to align with the collection's aesthetic of timeless elegance and connection to art and nature.
The campaign features models Jacqui Hooper, Long Li, Vasko Luyckx, Awar Odhiang, and Binx Walton showcasing the warm-weather wardrobe. The collection highlights soft, fluid silhouettes, vibrant colors, and a blend of materials designed to reflect the Mediterranean landscape where it was photographed.
Saint-Paul-de-Vence has a legacy of attracting artists such as Braque, Miró, and Picasso. Loro Piana's campaign seeks to evoke the spirit of this artistic enclave, emphasizing a blend of inspiration, shared beauty, and the refined style characteristic of the brand.