Models embody refined ease in Loro Piana’s Fall/Winter 2025–2026 collection, where painterly textures, fluid silhouettes, and timeless craftsmanship converge in a celebration of understated elegance and artistic heritage.
A Legacy Woven in Wool: The Origins of Loro Piana
Loro Piana’s story begins in the early 1800s in Trivero, Italy, where the family began trading wool. In 1924, engineer Pietro Loro Piana officially founded Ing. Loro Piana & C. in Quarona, Piedmont. The company quickly became renowned for its technical precision and commitment to sourcing the world’s finest fibers—especially cashmere and vicuña.
By the 1970s, under the leadership of Sergio and Pier Luigi Loro Piana, the brand expanded into ready-to-wear fashion, launching its luxury goods division and pioneering innovations like the ultra-light Tasmanian wool. In 2013, LVMH acquired an 80% stake in the company, cementing its place in the pantheon of global luxury.
Today, Loro Piana is synonymous with “quiet luxury”—a term that reflects its understated aesthetic, impeccable craftsmanship, and elite clientele.
Loro Piana’s Fall/Winter 2025–2026 collection, as captured through the lens of Mario Sorrenti, is a aims to showcase restraint and refinement. Set against the storied backdrop of Jean Cocteau’s Villa Santo Sospir, the campaign evokes a sense of lived-in elegance—where garments are not merely worn but inhabited. The imagery is warm, painterly, and deeply atmospheric, aligning seamlessly with the brand’s ethos of quiet luxury. The collection’s tonal layering, fluid tailoring, and subtle references to global landscapes reflect a brand that continues to evolve without ever chasing trends.
Yet, in this moment of global recalibration—particularly under the new Trump administration and its economic agenda—fashion is being asked to do more than whisper. The return of conservative values in American culture is influencing not only policy but also aesthetics. We are witnessing a resurgence of “dress for success” ideology, where structure, polish, and purpose are once again in vogue. Loro Piana’s collection, while rooted in softness and ease, subtly nods to this shift. The menswear silhouettes are more grounded, the tailoring more assertive. For womenswear, mannish coats and crisp shirting suggest a quiet power dressing that feels especially relevant in today’s climate of cultural conservatism and economic pragmatism.
Still, there’s a tension worth acknowledging. In a marketplace increasingly defined by immediacy and spectacle, Loro Piana’s commitment to nuance and narrative risks being overlooked by a broader American audience. The campaign’s introspective tone and artistic references may not resonate with consumers seeking more declarative statements of identity or status. As luxury brands recalibrate their messaging to align with a more values-driven, success-oriented consumer base, Loro Piana must ensure its storytelling remains legible—not just poetic. The artistry is there, but the challenge lies in translating that artistry into aspiration for a new generation of American buyers.
That said, what Loro Piana offers is not just clothing—it’s a philosophy. In a time when fashion is once again being asked to reflect discipline, heritage, and national pride, this collection feels like a quiet manifesto. It reminds us that elegance is not obsolete, that craftsmanship still matters, and that luxury can be both personal and political. Sorrenti’s campaign doesn’t just sell garments; it sells a way of life—one that values legacy over novelty, and substance over noise. In that sense, Loro Piana is not just aligned with the times—it’s helping to define them.
Marketing to the Discerning Few: Strategy and Audience
Loro Piana’s marketing strategy is as refined as its textiles. Rather than chasing mass appeal, the brand focuses on exclusivity, authenticity, and storytelling. Its campaigns are immersive, often set in architecturally significant or artistically rich locations, and designed to resonate with a niche but highly influential audience.
Who Is the Loro Piana Customer?
The Loro Piana customer is discerning, affluent, and deeply attuned to the nuances of luxury. Typically between the ages of 35 and 65, they are high-net-worth individuals concentrated in global urban centers such as New York, Los Angeles, Miami, London, Milan, and Hong Kong. These are not trend-chasers—they are executives, entrepreneurs, creatives, and members of legacy wealth families who value discretion over display. What defines them isn’t just income, but mindset. They invest in heritage, craftsmanship, and authenticity. They seek out garments that transcend seasons, preferring timeless silhouettes and natural fibers to fleeting fashion statements. This is a clientele that lives with intention: they collect art, appreciate architecture, and travel not for spectacle, but for cultural immersion. For them, Loro Piana is not just a brand—it’s a reflection of their values and a quiet affirmation of their place in the world.
For menswear, the customer is often a connoisseur of tailoring and textiles—someone who appreciates the nuance of a perfectly constructed cashmere blazer or the subtle elegance of a vicuña scarf.
For womenswear, she is confident, cultured, and quietly powerful. She gravitates toward refined silhouettes, natural fibers, and a wardrobe that transitions seamlessly from Milan to Aspen.
The Art of Campaigning: Fall/Winter 2025–2026
Loro Piana’s latest ADV Campaign, shot by Mario Sorrenti, is a poetic continuation of its artistic journey. Following the Spring/Summer 2025 campaign set in Brazil’s Casa das Canoas, the Fall/Winter 2025–2026 collection finds its muse in the South of France—specifically, the legendary Villa Santo Sospir, once home to avant-garde artist Jean Cocteau.
This campaign is more than fashion photography—it’s a cinematic tableau of refined living. Models Alix Bouthors, Leon Dame, Long Li, Awar Odhiang, and Binx Walton embody a familial cast, moving through the villa’s tattooed walls and sun-drenched rooms in garments that echo the painterly landscapes of the collection.
“The mesmerizing Villa Santo Sospir, with its unique artistic legacy, was the ideal place to shoot Loro Piana’s Fall 2025 campaign,” says Sorrenti. “What emerged is an elegant lively ease, an organic flow of shapes, colors, and textures, exuding a profound yet effortless sophistication.”
The Way We Were: A Philosophy, Not a Flashback
Titled “The Way We Were,” the campaign is not about nostalgia—it’s about reaffirming the timeless values of Loro Piana: harmony with nature, reverence for craftsmanship, and the pursuit of understated excellence.
The collection itself is a tactile journey through global landscapes—from the Scottish Highlands to the Andean plateaus—translated into earthy palettes, fluid tailoring, and luxurious textures. Menswear is softened and relaxed, while womenswear balances mannish tailoring with draped silks and fluid lines.
Final Thread: Why It Matters
In a world saturated with logos and noise, Loro Piana whispers. And in that whisper lies its power. The Fall/Winter 2025–2026 campaign is not just a showcase of clothes—it’s a manifesto for a slower, richer, more intentional way of living.
For the American luxury consumer—especially those seeking authenticity, artistry, and timelessness—Loro Piana is not just a brand. It’s a lifestyle.
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