FASHION · CULTURE
Loro Piana Spends a Day in Houston With Mario Sorrenti
The Fall/Winter 2026-2027 campaign moves through the Menil Collection and the Rothko Chapel, where clothing and art keep quiet company.
For Fall/Winter 2026-2027, Loro Piana handed its campaign to photographer Mario Sorrenti and set it loose in Houston, inside the cultural landscape shaped by John and Dominique de Menil. Shot across the Menil Collection and the Rothko Chapel, it reads less as an advertisement than a slow, cinematic study of place, material and lived elegance.
THE SETTING
Rooms built for living with art
The day begins at the de Menils’ former residence, a landmark with interiors by couturier Charles James, conceived not for display but for living with art. From there the campaign moves through the Menil Collection, designed by Renzo Piano and opened in 1987, and its luminous galleries, bungalows, Drawing Institute and green spaces.
A short walk away is the Rothko Chapel, opened in 1971, where fourteen canvases by Mark Rothko form an immersive field of colour and shadow that shifts with the daylight. Neither museum nor church, it is a rare space shaped for silence.
THE CAST
An intergenerational cast, and colour drawn from the walls
An intergenerational cast, artist Jean-Charles Blais and Sigrid de L’Epine alongside models including Selena Forrest, Colin Otto and Long Li, wanders the spaces while the collection moves in dialogue with them. The palette speaks the language of the rooms: green, brick red, stone, deep brown and chalk white, echoing a velvet sofa and Rothko’s monochromes.
Sorrenti calls it “a quiet dialogue between the clothing and these spaces, that felt both intimate and expansive.” Threaded through it all is the improvised saxophone of Richard “Dickie” Landry, who played the Rothko Chapel in 1987.
THE PATRONAGE
Fabric as a form of preservation
The campaign is also a gesture of support. Loro Piana backs the Menil Collection ahead of its 40th anniversary in 2027, and contributes to the Rothko Chapel’s Opening Spaces project, dedicated to preserving the building and expanding its north campus. It is a familiar instinct for the House, which has long framed its work through singular places, from Villa Santo Sospir to the Fondation Maeght.
CAMPAIGN CREDITS
Fall Winter 2026-2027, at a glance
The clothes were never the whole point
What Loro Piana understands here is that luxury is rarely just an object. It is context: the room a coat is worn in, the light it catches, the institution it helps keep open. By placing its fabrics inside art rather than against it, the House makes the case that taste and patronage are the same gesture seen from two sides.
For Boujeez, the most enduring luxury is the kind that gives something back to the culture it borrows from. A campaign that funds a chapel and a museum is not decoration. It is a quiet argument for how a House should behave.
Explore the campaign at Loro Piana.