Loro Piana heads to the mountains

Loro Piana heads to the mountains for Holiday 2026, crafting a winter story steeped in quiet luxury and alpine ease. Set against the snow-covered landscape of Colorado’s Dunton Hot Springs, the campaign captures the brand’s enduring connection to craftsmanship, comfort, and timeless style.

Photographed by Annemarieke Van Drimmelen, the imagery unfolds among rustic wooden chalets and pristine white fields, where models Ida Heiner, Dana Smith, Long Li, and Just Verhoeff embody a refined take on mountain living. The collection embraces the beauty of winter layering, balancing warmth and sophistication through rich textures and soft neutral tones.

At the heart of the campaign is Loro Piana’s celebrated knitwear. Oversized cashmere sweaters, substantial cable knits, and relaxed silhouettes bring an effortless elegance to the rugged surroundings. A standout cream cable-knit sweater, with its elongated shape and voluminous sleeves, perfectly captures the season’s mood: luxurious yet understated, practical yet undeniably chic.

Rather than relying on dramatic styling, the campaign allows the quality of the materials and the serenity of the setting to speak for themselves. The result is a vision of winter dressing that feels authentic, inviting, and deeply connected to nature. With Holiday 2026, Loro Piana once again proves that true luxury lies in simplicity, transforming the essentials of cold-weather dressing into objects of enduring desire.