Loro Piana celebrates the legacy of Jean Cocteau with its Autumn-Winter 2025-2026 campaign

Italian fashion house Loro Piana unveils its new Fall-Winter 2025-2026 campaign in a setting intimately linked to the French avant-garde: Jean Cocteau’s Villa Santo Sospir.

In the over-saturated world of fashion campaigns, each house tries to stand out with an artistic gesture or an original setting. This season, Loro Piana takes a singular direction, choosing the home of poet and artist Jean Cocteau as the setting for its new campaign. Under the lens of Mario Sorrenti, the Italian brand combines the excellence of its materials with the depth of a place steeped in history.

Villa Santo Sospir, a treasure trove of memories

Located on the Côte d’Azur, Villa Santo Sospir was once the residence of close friends of Cocteau, which the artist transformed into a veritable open-air work of art. Within its walls, Picasso and Matisse spent moments of creative complicity. Frescoes, drawings and hand-painted motifs give the place an atmosphere that is both intimate and mythical.

By investing in this house, Loro Piana inscribes its collection in a subtle dialogue between artistic heritage and stylistic modernity. After a previous trip to Brazil for spring-summer, the brand continues its ritual of exploring spaces where art, architecture and fashion intertwine.

A timeless collection

This season’s theme, “The Way We Were”, is not intended as a nostalgic look, but as an affirmation of the Maison’s enduring values. Through Mario Sorrenti’s shots, models Alix Bouthors, Leon Dame, Long Li, Awar Odhiang and Binx Walton embody this quest for permanence and understated elegance.

Under the stylistic direction ofAleksandra Woroniecka, the collection features revisited classic pieces:

• an off-white crepe cady blouse,
• a monochrome linen suit,
• a flared skirt in Chaco print, inspired by Argentine archives.

On the men’s side, brown Wish cashmere pants are paired with a royal blue sweater, highlighting the art of noble materials. On the women’s side, a black and white total look catches the eye: short bolero jacket, full skirt and wide-brimmed hat, all embroidered with Iberian-inspired motifs. An almost haute couture ensemble, proof that Loro Piana no longer hesitates to cross the boundaries between discreet luxury and assertive sophistication.

When art becomes a fashion partner

By choosing Cocteau, Loro Piana underlines that elegance is not limited to the object of dress, but is part of an art of living. The villa’s tattooed walls become an extension of the garments, as if creation extended from textiles to the space itself.

This approach illustrates the Italian brand’s strategy: to cultivate an image of sober refinement, far removed from flashy artifice, reminding us that beauty is born from the dialogue between heritage and creation.

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