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By The Fashion Editorial Team
As Loro Piana embarks on its next chapter, it returns home to Villa Santo Sospir, an iconic haven for artistic expression and inspiration. Building upon the success of its Spring/Summer 2025 campaign set amidst the vibrant Brazilian architecture of Oscar Niemeyer's Casa das Canoas, this latest chapter in Loro Piana's narrative sees the Maison return to a new architectural muse: the enchanting home of avant-garde French artist Jean Cocteau.
Within Villa Santo Sospir's storied walls lies the beating heart of Loro Piana's Fall/Winter collection. Delicate strokes and mythic symbolism infuse the facade just as subtly textures and quiet strength shape each garment within the imagery artisanal excellence intertwines with artistic heritage, echoing the Maison's enduring pursuit of beauty in every aspect of life.
As we step into Villa Santo Sospir's hallowed halls, time stands still. The campaign transcends fashion, unfolding as a cinematic weekend: models Alix Borthors, Leon Dame, Long Li, Awar Odhiang, and Binx Walton wander through painted corridors, captured in moments of unstudied ease — reclining in filtered morning light or drifting past frescoed archways adorned with coats undone, silk pooling at their ankles.
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"The mesmerising Villa Santo Sospir, with its unique artistic legacy, was the ideal place to shoot Loro Piana’s Fall/Winter 2025-2026 Campaign. The tattooed walls of the house perfectly enhanced a collection filled with painterly references of landscapes around the world," states Mario Sorrenti. "What emerged is an elegant lively ease, an organic flow of shapes, colors and textures, exuding a profound yet effortless sophistication.”
The Fall/Winter 2025–2026 collection leans into a quiet sensuality. Sweeping silhouettes, brushed textures, and subdued hues draw from landscapes around the globe, and are reinterpreted through the maison’s unparalleled material vocabulary: vicuña, baby cashmere, storm-proof wool. Earthy tones: weathered terracotta, salt-washed ivory, and pine-smoked greys, echo the villa’s sun-bleached interiors and windswept gardens. 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: natural, elegant, and profoundly tactile.
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Loro Piana’s campaign explores a question at the heart of modern luxury: What endures? 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 opts for stillness.
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The Way We Were resists nostalgia, instead gesturing toward authenticity and a way of being where clothing is not an escape from reality, but a means of deepening it whether in the brush of wool against skin, the drape of silk at dusk, or the whisper of shoes on muralled stone. The campaign becomes a conversation across disciplines and generations, between Cocteau and Sorrenti, craft and instinct, and what is worn and what is felt. It celebrates a shared obsession with mastery which takes time, reverence, and restraint. In Villa Santo Sospir, Loro Piana has found a home for its values—a place where the art of dressing meets the enduring art of living.