When every fashion campaign looks like it was shot at the same studio, it’s time to skip town. Rather than surrender to that inevitability, Loro Piana headed somewhere off the mainstream fashion circuit: Houston. For its Fall/Winter 2026–27 campaign, photographed by Mario Sorrenti, the House honed in on cultural landmarks established by legendary collectors John and Dominique de Menil. (No soundstage required.)
The itinerary reads like an elegant cultural pilgrimage. First stop: the de Menils’ former home, the 1954 birthplace of the Menil Foundation, decorated by Charles James. From there, the campaign moves to the Renzo Piano-designed Menil Collection before arriving at its most understated destination, the Rothko Chapel, where 14 monumental Mark Rothko canvases do all the talking.
Sorrenti wanted the clothes to feel alive with purpose, capturing his cast walking, leaning, and simply existing in these monumental spaces. “Working on this campaign for Loro Piana within the extraordinary de Menils’ landscape was truly inspiring,” Sorrenti said. It allowed us to capture a natural, unforced beauty, and a quiet dialogue between the clothing and these spaces that felt both intimate and expansive.”
An accompanying film features a live score by saxophonist Richard “Dickie” Landry, who also performed at the Rothko Chapel’s opening in 1987—marking a fitting return to the chapel’s roots.
Loro Piana is supporting both institutions directly, funding the Menil Collection ahead of its 40th anniversary next year and contributing to Opening Spaces, the restoration project for the 55-year-old Rothko Chapel. It’s also not the house’s first tête-à-tête with another’s legacy. Previous campaigns have unfolded in homes linked to architects Cini Boeri and Oscar Niemeyer, as well as the artist Balthus. The pattern is an effective signature: find a house with a strong point of view, then quietly move in for the season.
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