Artistic Luxury Unveiled in Provence

ARTY CAMPAIGN: Loro Piana has chosen Provence as the location for its spring 2026 campaign. 

The brand continues its long-standing collaboration with photographer Mario Sorrenti for a campaign shot in the village of Saint-Paul-de-Vence, in two locations intrinsically linked to art — the Colombe d’Or hotel and the private art foundation Fondation Maeght.

Both locations are historically tied to artists such as Georges Braque, Joan Miró, Fernand Léger, Alberto Giacometti, Marc Chagall and Pablo Picasso, who found inspiration and hospitality within their walls.

“Saint-Paul-de-Vence with the Colombe d’Or and the Fondation Maeght was the perfect canvas for the summer/spring 2026 advertising campaign, a timeless landscape where art, nature and family come together,” said Sorrenti. “The Loro Piana collection finds its home and an effortless elegance emerges, intertwined with creation and a shared history.”

In the campaign shots, models Jacqui Hooper, Long Li, Vasko Luyckx, Awar Odhiang and Binx Walton, dressed in the brand’s spring collection, are portrayed between a fresco by Chagall and a sculpture by Giacometti, or posing at the center of the labyrinth designed by artist Miró, or inside the foundation’s private library.

For this campaign, which will launch on Wednesday, the brand has continued its tradition of choosing striking locations with a rich artistic heritage. Previous campaign locations have included Casa Rotonda, the Italian retreat carved into the rock by architect and designer Cini Boeri; Casa das Canoas in Brazil, designed by the Brazilian architect Oscar Niemeyer; Villa Santo Sospir, the house adorned with frescoes by avant-garde French artist Jean Cocteau, and Balthus’ Grand Chalet.

“Whenever I walk around with people and try to explain this place, I always discover something new myself. It’s for everyone — it’s truly magical. It’s a family story,” commented Danièle Roux, granddaughter of Paul and Titine Roux, who opened La Colombe d’Or in 1920. “Here, the walls talk, filled with the mystery of the stories they hold. In those days, all the artists came around to stay and then work in the Fondation Maeght.” 

With the campaign, Loro Piana is also highlighting the Extra Softy bag, an elongated version of the Extra Bag, crafted from precious materials like satin, woven leather, soft fine-grained leather, smooth butter calf and Wish Cash Double Chevron fabric made from the brand’s Wish wool and cashmere blend, featuring chevron patterns.

The bag’s details include a vintage-style leather key ring with the Ghiera charm, a strap for versatile wear, and a gold three-dimensional padlock with the Loro Piana initials. Available in two sizes, the new bag comes in four colors: fossil, ancient sandstone, dark chocolate licorice, and baby cashmere and retails starting from 3,700 euros. The bag is available in all Loro Piana boutiques and on the brand’s website.