Quiet Luxury Meets Rothko: Loro Piana‘s F/W26 Campaign in Houston
Houston might not be the first city that comes to mind when you think of quiet luxury, yet Loro Piana proves it is exactly the right one. For its F/W 2026 advertising campaign, shot by Mario Sorrenti, the Italian house travels deep into the cultural landscape created by legendary collectors John and Dominique de Menil.
About The Menil Collection
Philanthropists and art patrons John and Dominique de Menil established the Menil Foundation in 1954 to foster greater public understanding and appreciation of art, architecture, culture, religion, and philosophy. In 1987, the Menil Collection’s main building opened to the public. Today, the Menil Collection consists of a group of art buildings and green spaces located within a residential neighborhood in central Houston. The Menil remains committed to its founders’ belief that art is essential to human experience and welcomes all visitors free of charge.
The journey begins at the former de Menil residence, a historic landmark with interiors by couturier Charles James, and continues through the luminous galleries of the Menil Collection, designed by Renzo Piano and opened in 1987. The most moving stop is the Rothko Chapel, home to fourteen canvases by Mark Rothko, a space that is neither museum nor church but pure contemplation in colour and shadow.
About Rothko Chapel
Rothko Chapel in Houston is an iconic non-denominational space dedicated to contemplation, dialogue, and human rights. Housing fourteen monumental murals by Mark Rothko, the Chapel serves as both a meditative environment and a platform for global discourse. It convenes artists, activists, scholars, and community leaders through programs that engage spirituality, social justice, and civic responsibility.
Sorrenti captures an intergenerational cast, including Sigrid de L’Epine and her husband, artist Jean-Charles Blais, wandering through these spaces. The collection speaks the same language as its surroundings: moss green, brick red, stone, deep brown and chalk white echoing velvet sofas, mineral facades and the depth of Rothko’s monochromes. In the campaign film, the clothes live rather than pose, a couple strolling through the streets, a hand resting on a dog’s coat, everything shaped by movement and the incomparable touch of Loro Piana fabrics. Even the soundtrack has history: saxophonist Richard «Dickie» Landry, a close collaborator of the de Menils, weaves his improvised sound through the film.
Beyond the imagery, the house supports the Menil Collection ahead of its 40th anniversary in 2027 and contributes to the preservation of the Rothko Chapel. Fashion as patronage, done with the discretion the brand is famous for.
After Niemeyer’s Casa das Canoas, Cocteau’s Villa Santo Sospir and the Fondation Maeght, Houston is the newest chapter in Loro Piana’s collection of extraordinary places. And honestly, I already want to book a flight to Texas and go back to Houston where I had just recently been. Stay tuned!
LoL, Sandra
Photos: Courtesy of Loro Piana, The Menil Collection and The Rothko Chapel, Credits: Photographer: Mario Sorrenti Stylist: Aleksandra Woroniecka Creative Direction: Atelier Franck Durand Video Direction: Luca Werner Hair: Tomo Jidai Make-up: Aaron de Mey Models: Jean-Charles Blais, Robert Forrest, Selena Forrest, Jackson Giles, Jacqui Hooper, Noor Khan, Long Li, Colin Otto, Sigrid de L’Epine DISCLOSURE: We may earn commission from links on this page, but I only recommend products I love. Promise.
