Loro Piana Goes to Houston and Mario Sorrenti Was Watching
For Fall-Winter 2026-2027, Loro Piana and Mario Sorrenti spend a day in the cultural landscape shaped by John and Dominique de Menil and the result is one of the most quietly beautiful campaigns the house has ever made.
There are fashion campaigns and then there are the ones that feel like an invitation somewhere genuinely worth going. Loro Piana’s Fall-Winter 2026-2027 campaign, photographed by Mario Sorrenti, is firmly the latter.
The setting is Houston, Texas, and more specifically the cultural landscape shaped by John and Dominique de Menil, the collectors, patrons and believers in art as a way of life who left an indelible imprint on the city. Sorrenti photographed the collection across the de Menil residence with its interiors by couturier Charles James, the Renzo Piano-designed Menil Collection and the Rothko Chapel, which houses fourteen canvases by Mark Rothko forming an immersive field of colour and shadow that shifts with natural light. Neither museum nor church, it remains one of the rare spaces where silence and contemplation are shaped purely through painting and architecture.
An intergenerational cast moves through these spaces, with the collection in dialogue with its surroundings. Shades of green, brick red, stone and chalk white echo the mineral tones of the buildings and the depth of Rothko’s monochromes. In the campaign film, garments are seen in motion and in genuine use, shaped by movement and function rather than posed for display. American saxophonist Richard “Dickie” Landry, a close collaborator of the de Menils who performed at the Rothko Chapel in 1987, provides an improvised soundtrack that runs through the whole thing like a quiet, unrepeatable thread.
Through the campaign, Loro Piana also expresses its support for the Menil Collection ahead of its 40th anniversary in 2027. For a house that has always understood the relationship between craftsmanship and culture, Houston feels entirely at home.
