Loro Piana has launched its Fall/Winter 2026-2027 campaign, utilizing the historic Houston, Texas home of art patrons Dominique and John de Menil as its primary setting. Photographed by Mario Sorrenti, the campaign integrates the brand’s luxury knitwear and outerwear with the modernist architecture designed by Philip Johnson, highlighting the intersection of high fashion and mid-century art history.
A Legacy of Patronage in Houston
The de Menil house, located in the River Oaks neighborhood, served as a hub for 20th-century artistic discourse. Dominique and John de Menil, who moved to the United States during World War II, were instrumental in supporting figures such as Mark Rothko, René Magritte, and Andy Warhol. According to the Menil Collection, the couple’s approach to art was defined by a desire to integrate it into daily life rather than sequestering it in traditional gallery spaces.
The house itself, featuring interiors by couturier Charles James, was designed to be a living space. This philosophy aligns with Loro Piana’s current creative direction, which seeks to present its latest collection—characterized by tones of brick red, deep brown, and chalk white—within an environment that echoes the mineral palettes found in the couple’s original home and the nearby Rothko Chapel.
Architectural Synergy and Creative Direction
The campaign film extends the narrative beyond the private residence to the Menil Collection building, designed by Renzo Piano and opened in 1987. By featuring the collection in these spaces, Loro Piana aims to emphasize the "natural and spontaneous" quality of its garments, according to photographer Mario Sorrenti.
The visual storytelling is accompanied by the music of Richard “Dickie” Landry, a saxophonist and long-time collaborator of the de Menils. Landry, who performed at the 1987 inauguration of the Menil Collection, provided an improvised soundtrack for the campaign video. His approach—relying on intuition rather than a fixed score—is intended to mirror the "décontracté" (relaxed) nature of the luxury collection.
Sustaining the Menil Legacy
The collaboration between the Italian fashion house and the Houston-based institution extends beyond marketing. Loro Piana has committed to supporting the Menil Collection’s cultural programming leading up to its 40th anniversary in 2027.
Additionally, the brand is contributing to the Rothko Chapel’s "Opening Spaces" project. This initiative involves the restoration of the octagonal chapel and the expansion of its surrounding campus. By funding these preservation efforts, the brand positions the campaign as a form of cultural stewardship, reinforcing the link between the legacy of the de Menils and the brand’s own emphasis on fiber quality and artisanal tradition.
Key Details of the Collaboration
- Campaign Setting: The private residence of Dominique and John de Menil, designed by Philip Johnson.
- Creative Team: Photographed by Mario Sorrenti with a cast including designer Sigrid de l’Épine and artist Jean-Charles Blais.
- Musical Score: Original improvisation by saxophonist Richard “Dickie” Landry.
- Institutional Support: Loro Piana is providing financial support for the Rothko Chapel’s "Opening Spaces" project and the upcoming 40th anniversary of the Menil Collection.