For its latest campaign, Loro Piana turns its attention to Houston, exploring the city through the lens of art, architecture, and cultural heritage. Instead of choosing a traditional luxury setting, the Italian maison selected some of Houston’s most significant artistic institutions and architectural landmarks, including the Menil Collection, the Rothko Chapel, and the former residence of collectors John and Dominique de Menil.

The campaign was photographed by Mario Sorrenti, with creative direction by Franck Durand. The images highlight the relationship between Loro Piana’s clothing and the distinctive environments of Houston’s art district, where modern architecture and carefully curated shows have shaped the city’s cultural identity.

The Menil Collection, designed by architect Renzo Piano and opened in 1987, is one of the most important private art collections in the United States. Founded by John and Dominique de Menil, the museum houses works ranging from ancient art to modern and contemporary pieces, with a particular focus on creating a direct and intimate relationship between visitors, artworks, and the surrounding landscape.

The campaign also features the Rothko Chapel, a non-denominational space created by Mark Rothko, John and Dominique de Menil, and architects Philip Johnson, Howard Barnstone, and Eugene Aubry. Opened in 1971, the chapel is recognised internationally for its connection to Rothko’s final works and its role as a place for reflection, dialogue, and cultural exchange.

Within these settings, Loro Piana presents its Fall/Winter collection through images that emphasise texture, craftsmanship, and materiality. Cashmere, wool, suede, and tailored pieces are photographed against the clean architectural lines of the buildings, creating a visual connection between Italian craftsmanship and Houston’s modernist heritage.

The Houston project also includes a cultural commitment from Loro Piana, with support for the Menil Collection ahead of its 40th anniversary and contributions connected to the preservation of the Rothko Chapel. The initiative reflects the brand’s wider approach of collaborating with institutions that protect artistic and architectural heritage.

Houston represents another chapter in Loro Piana’s ongoing exploration of culturally significant locations. Previous campaigns have featured places connected to artistic and architectural history, including Oscar Niemeyer’s Casa das Canoas in Rio de Janeiro, Jean Cocteau’s Villa Santo Sospir (also recently featured in the latest YSL campaign) on the French Riviera, and Balthus’ Grand Chalet in Switzerland.