The Quiet Season of Loro Piana Craft

Models Alix Bouthors, Leon Dame, Long Li, Awar Odhiang, and Binx Walton wander idly from room to room, from artwork to artwork in a spirit of authentic discovery and connection.

More than a campaign, Loro Piana proposes a quiet gesture—where garments converse with architecture, memory, and tactile heritage. Shot by Mario Sorrenti inside Jean Cocteau’s legendary Villa Santo Sospir in the South of France, the campaign moves through sunlight, frescoed walls, and lived-in rooms with a familial ease. Here, silhouettes drift between Cocteau’s hand-drawn murals and sweeping sea views. Nothing is forced. There’s no staging, no pretense—just a rhythm of moments that unfold from day to dusk. The collection, built on painterly textures and expansive tailoring, reflects a philosophy of understated excellence.