Perhaps the most harmonious blend of elegance and tradition lies within luxury that quietly distinguishes its grandeur. The art of restraint is at the heart of timeless, subtle, and sophisticated craftsmanship—relying on intrinsic value to speak for itself, rather than boasting extravagance. Embodying this very concept of quiet luxury is an Italian dynasty of the finest fabric manufacturers: Loro Piana. However, do not mistake such quietness for insipidity. Loro Piana has shifted its focus towards vibrant, yet ultra-fine artistry that started with the brand’s Spring/Summer 2025 ADV Campaign shot in Brazil in the Casa das Canoas, a single-family architectural marvel representative of the synthesis of modern architecture and authorial creativity. What better way to celebrate artistry and craftsmanship than to posit bespoke tailoring and premium fabrics against a backdrop of opulent creation?

This trend continues, from Brazil to France, with the latest campaign—The Way We Were—shot at the famed Villa Santo Sospir. Similar to the narrative of Loro Piana, the Villa Santo Sospir’s walls were simplistic and subtle, until Francine Weisweiller invited poet and artist Jean Cocteau to vacation in her home and imbue the space with artistic expression. Cocteau tattooed the villa’s walls with art, transforming the space into a veritable dreamscape of Greek mythology. The villa is more than just a set for a fashion campaign—it represents art in itself, a communal gathering space for the great creators. From Picasso to Matisse, Villa Santo Sospir embodies Loro Piana’s heritage and legacy and sets the stage for The Way We Were. 

The property on the French Riviera is alive with exalting artistic expression and the freshness of an open-air gallery. It is a sanctuary for art—a place where mastery and fine tuned genius take a holistic approach to authentic discovery and creation.

Through the lens of Mario Sorrenti, Loro Piana’s new season is invigorated with pure shapes and clean-lined silhouettes. The Way We Were is about discovery—not for the sake of nostalgia and things past, but for a reaffirmation of the timeless values of Loro Piana. Against the backdrop of a sweeping sea and lush greenery, models Alix Bouthors, Leon Dame, Long Li, Awar Odhiang, and Binx Walton wander through an imaginary weekend getaway at an artist’s haven. The Cocteau masterpieces intertwine with Loro Piana in a narrative that connects clothing and life, harmony and nature.

The Way We Were sits at the intersection of art, architecture, and fashion, enticing those who bear witness with mastery that requires time, dedication and savoir-faire. This is at the heart of Loro Piana, a tale of harmonious and spontaneous joy.