Jean Cocteau turned Villa Santo Sospir into a living artwork with walls covered in murals, symbols, and fragments of mythology. Decades later, Italian fashion house Loro Piana takes inspiration from the space for its Fall/Winter 2025-2026 campaign.
Photographed by Mario Sorrenti, the campaign unfolds inside the famed French Riviera villa, once frequented by the likes of Pablo Picasso and Henri Matisse. Here, Cocteau’s legacy is evident in every room.
This is the second season in which Loro Piana explores artist homes as creative landscapes. While Spring/Summer 2025 was set in Niemeyer’s Casa das Canoas in Brazil, this edition shifts to a more intimate setting, one that is layered with history and imagination.
The models, Alix Bouthors, Leon Dame, Long Li, Awar Odhiang, and Binx Walton, move through the house as if they live there. The campaign ditched overly stylised poses and instead depicts scenes such as walking past a mural, lingering by a window, draped in wool and cashmere effortlessly integrated into the space.
Cocteau’s murals, painted directly onto the villa’s walls over the course of a decade, become an integral part of the campaign’s visuals. The collection, titled The Way We Were, draws on painterly references from global landscapes, which have inspired both the colour palette and textures. The silhouettes are clean, as expected from Loro Piana.
The campaign dropped globally on July 10, and if you’re the type to appreciate a perfectly cut coat or knitwear that actually holds its shape season after season, this one’s worth your time.