Loro Piana has unveiled its Spring 2026 advertising campaign, continuing its long-standing collaboration with photographer Mario Sorrenti. The campaign was shot in the village of Saint-Paul-de-Vence, using two locations deeply connected to art and cultural history: the Colombe d’Or hotel and the private art foundation Fondation Maeght.
Both settings have long been associated with some of the most influential artists of the 20th century, including Georges Braque, Joan Miró, Fernand Léger, Alberto Giacometti, Marc Chagall and Pablo Picasso, all of whom found inspiration, creative exchange and hospitality within these spaces. The campaign draws on this artistic legacy, placing Loro Piana’s Spring 2026 collection within an environment shaped by creativity, architecture and heritage.
The imagery reflects the brand’s signature approach to understated luxury, presenting garments and accessories as part of a lived-in setting rather than isolated fashion statements. Fluid silhouettes, refined textures and a muted color palette interact naturally with the stone walls, gardens and interiors of Saint-Paul-de-Vence, reinforcing the connection between craftsmanship, environment and culture.
Alongside the ready-to-wear and footwear, the campaign highlights the new Extra Softy bag, an elongated reinterpretation of the Extra Bag. The design is crafted from precious materials, including satin, woven leather, soft fine-grained leather, smooth butter calf and Wish Cash Double Chevron fabric, made from the brand’s signature Wish wool and cashmere blend and finished with chevron patterns.
Details of the Extra Softy bag include a vintage-style leather key ring with the Ghiera charm, a strap designed for versatile wear, and a gold three-dimensional padlock featuring the Loro Piana initials. The bag is available in two sizes and comes in four color options: fossil, ancient sandstone, dark chocolate licorice, and baby cashmere. Prices start at 3,700 euros.
The Extra Softy bag is available in all Loro Piana boutiques worldwide and on the brand’s website. Through this Spring 2026 campaign, Loro Piana once again positions fashion within a broader cultural context, emphasizing a vision of luxury rooted in art, material excellence and timeless design.
