Artist homes are the new backdrops for Loro Piana’s latest campaigns, a narrative that began with Spring Summer 2025, photographed by Mario Sorrenti in an Oscar Niemeyer-designed villa in Brazil. This campaign introduced a new way of presenting the house’s collections, through spaces that are rich in cultural and creative meaning. Loro Piana declares: Art is a lived experience. This vision is handed over to their newest Fall Winter 2025 campaign, now set in the creative haven of the late artist and poet Jean Cocteau.
Nestled in the South of France, a cast of models spend a picturesque weekend at the artist’s home. The villa’s artistic soul channels itself in Sorrenti’s photography. Heavyweight blazers and dark-coloured sweaters contrast with the natural tones of the house. Lounging on wood lacquered floors, sitting by the fireplace with tattoo-adorned walls beside it. Models Alix Bouthors, Leon Dame, Long Li, Awar Odhiang and Binx Walton are greeted with warm light from the sun, discovering and exploring the rooms of the famous villa that once hosted the likes of Henri Matisse and Pablo Picasso.
“The tattooed walls of the house perfectly enhanced a collection filled with painterly references of landscapes around the world. What emerged is an elegant, lively ease, an organic flow of shapes, colours and textures, exuding a profound yet effortless sophistication,” states Mario Sorrenti.
Cocteau’s artistic vision mirrors the essence of Loro Piana’s new season, where his expressive, hand-drawn murals echo the collection’s emphasis on pure forms, refined details, and clean-lined silhouettes. Jean Cocteau’s masterpieces weave seamlessly into the story, setting the scene as the models pace between the moments of ease and quiet joy. The collection, first unveiled in Milan Fashion Week earlier this February, underscores Loro Piana’s collective fascination with the intersection of art, architecture and fashion, a vision further enforced with its accompanying imagery.
Once you are done with this story, click here to catch up with our June/July 2025 issue.