For their Fall/Winter 2026-2027 advertising campaign, Loro Piana steps into the distinct cultural landscape of Houston, Texas, a city profoundly shaped by the pioneering spirit of art collectors and patrons John and Dominique de Menil. Photographed by Mario Sorrenti, the campaign captures the harmonious dialogue between the house’s refined Italian artistry and spaces built around the belief that art is a way of life. 

The visual narrative begins at the historic former residence of the de Menils, featuring landmark interiors crafted by Couturier Charles James. From there, the campaign takes us on a journey through the luminous galleries, bungalows, the Drawing institute, and green spaces, designed by Renzo Piano, where architecture, daily life, and art blend effortlessly.

A short distance away stands Rothko Chapel, a sanctuary of fourteen monumental canvases by Mark Rothko forming an immersive field of colour and shadow that shifts with natural light. 

Moving through these iconic backdrops are an intergenerational cast, including Sigrid de L’Epine and her husband, artist Jean-Charles Blais, alongside models Colin Otto, Jacqui Hooper, Selena Forrest, and more embodying the quiet luxury of the collection. The garments mirror the mineral and natural tones of their environment, rich shades of brick red, deep brown, stone, green, and chalk white echoing velvet sofas, architectural walls, and Rothko’s deep monochromes. The campaign spotlights the garments in motion and in use, shaped by movement, function, and the tactile qualities of Loro Piana fabrics. 

Also present is Richard "Dickie" Landry, American saxophonist and close collaborator of the de Menils, whose improvised sound runs through the campaign like a quiet, unrepeatable thread. 

Through this campaign, Loro Piana expresses its support for the Menil Collection ahead of its 40th anniversary in 2027. Additionally, the Italian house is contributing to the Rothko Chapel’s “Opening Spaces” project, aimed at preserving historic buildings and the expansion of its campus. 

This Houston chapter joins Loro Piana’s ongoing exploration of unique architectural sanctuaries worldwide such as Casa Rotonda by Cini Boeri, Casa das Canoas by Oscar Niemeyer, Balthus' Grand Chalet, La Colombe d'Or and the Fondation Maeght in Saint-Paul-de-Vence, reaffirming its commitment to places where heritage, design, and culture intertwine.