Loro Piana Fall/Winter 2026-2027 Advertising Campaign

Location Credits: The Menil Collection, Houston, Texas

Loro Piana is launching its Fall/Winter 2026-2027 advertising campaign, shot by Mario Sorrenti, starting July 8.

Houston is a city whose cultural landscape has been largely shaped by the vision of John and Dominique de Menil. As collectors, patrons, and individuals who saw art as a way of life, they left their mark by establishing a series of institutions that continue to define the city. This campaign, captured by Mario Sorrenti, unfolds within these very spaces.

"It was truly moving to engage with this Loro Piana campaign within the extraordinary landscape created by the de Menils," says Mario Sorrenti. "The synergy between the collection's refined elegance and the timeless, art-filled spaces built by John and Dominique de Menil was profound. It allowed us to capture an unadorned beauty and a quiet dialogue between clothing and space, intimate yet vast."

The day begins at the former residence of the de Menils, designed by architect Charles James and now a historic landmark. This house, conceived for living with art rather than merely exhibiting it, was where the Menil Foundation was established in 1954 and where the initial vision for a public art museum was drawn. The Menil Collection, designed by Renzo Piano and opened in 1987, blends seamlessly into the surrounding urban fabric. The campaign navigates its light-filled galleries, bungalows, the Drawing Institute, and verdant spaces where art, architecture, and daily life intertwine.

Nearby lies the Rothko Chapel, a cultural institution. Opened in 1971, it houses 14 paintings by Mark Rothko, where the interplay of light and shadow, constantly shifting with the natural light, creates an immersive environment. Rothko himself noted, "The scale of this work is such that it will overwhelm all my preconceptions." This space, neither a museum nor a church, continues to be a unique place where silence and contemplation are shaped through painting and architecture.

A multigenerational cast—including Sigrid de L’Epine and her husband, artist Jean-Charles Blais, as well as models Colin Otto, Jacqui Hooper, Jackson Giles, Long Li, Noor Khan, Robert Forrest, and Selena Forrest—moves through these spaces, interacting with the collection as if in dialogue with its colors and textures. Shades of green, brick red, stone, deep brown, and chalk white echo the tones of velvet sofas, the stone used in the architecture, and the depth of Rothko's monochrome works. The film captures the functionality, tactility, and the beauty of form in motion of Loro Piana fabrics through scenes of couples walking through the city and hands resting on the fur of a dog.

Also featured is Richard "Dickie" Landry, the American saxophonist and a close associate of the de Menils, who performed at the Rothko Chapel in celebration of the Menil Collection's opening in 1987. His improvisational tones weave through the campaign like a quiet, unrepeatable thread. "Let your mind wander and your fingers do the talking," he says, and his freedom resonates within these spaces.

Through this campaign, Loro Piana expresses its support for the Menil Collection as it approaches its 40th anniversary in 2027. Rebecca Rabinow, Director of the Menil Collection, states: "The Menil Collection is deeply grateful for Loro Piana's support. Their contribution advances the Menil Collection's mission to provide world-class art and vibrant programming to all visitors, free of charge. We are thrilled to welcome Loro Piana as a lead supporter for our 40th Anniversary Gala in December 2027."

The Maison's commitment also extends to the Rothko Chapel through its support of "Opening Spaces," an initiative aimed at preserving the 55-year-old building and expanding its North Campus. Abdullah Antepli, Director of the Rothko Chapel, says: "For decades, people have come to the Rothko Chapel seeking quiet contemplation and meaningful connection. This collaboration with Loro Piana extends that experience and offers more people the opportunity to engage with the Chapel's mission and legacy."

This new chapter, set in Houston, follows a lineage of extraordinary places explored by Loro Piana, including Casa Rotonda by Cini Boeri, Casa de Canoas by Oscar Niemeyer, Villa Santo Sospir by Jean Cocteau, the Grand Chalet of Balthus, and La Colombe d'Or and the Maeght Foundation Museum in Saint-Paul-de-Vence. These are spaces shaped by the people who inhabited them, where craftsmanship and culture are intimately linked.

Credits:

Photographer: Mario Sorrenti

Stylist: Aleksandra Woroniecka

Creative Direction: Atelier Franck Durand

Video Direction: Luca Werner

Hair: Tomo Jidai

Make-up: Aaron de Mey

Models: Jean-Charles Blais, Robert Forrest, Selena Forrest, Jackson Giles, Jacqui Hooper, Noor Khan, Long

Li, Colin Otto, Sigrid de L’Epine

About The Menil Collection

Philanthropists and art patrons John and Dominique de Menil established the Menil Foundation in 1954 with the goal of deepening public understanding and appreciation of art, architecture, culture, religion, and philosophy. In 1987, the main building of The Menil Collection opened to the public. Today, The Menil Collection comprises a campus of museum buildings and green spaces located in a residential neighborhood in the heart of Houston. True to the founders' belief that "art is essential to the human experience," the institution welcomes all visitors free of charge.

About Rothko Chapel

The Rothko Chapel in Houston is an iconic, non-denominational space dedicated to meditation, dialogue, and human rights. Featuring 14 monumental murals by Mark Rothko, the Chapel serves as a place for contemplation as well as a platform for global dialogue. It brings together artists, activists, scholars, and community leaders through programs focused on spirituality, social justice, and civic responsibility.

Location Credits: The Menil Collection, Houston, Texas

Location Credits: The Menil Collection, Houston, Texas

Location Credits: The Rothko Chapel, Houston, Texas