The Holiday 2026 collection went up on 21 October, in the boutiques and online at the same hour. The pictures were taken in a Colorado mountain enclave, among wooden chalets and winter white. There is no famous face in any of them.
Loro Piana shot the campaign at Dunton Hot Springs with Annemarieke Van Drimmelen behind the camera. Four models carry it: Ida Heiner, Dana Smith, Long Li and Just Verhoeff. The house cast no celebrity ambassador and let the setting do the work a famous name usually does.
The setting
Van Drimmelen also shot Loro Piana's Resort 2026 campaign, and Heiner and Verhoeff were in that one too. The repetition is a choice. It makes the holiday pictures read as the next page of a running series rather than a standalone event, which is a harder thing to make a shopper stop for in late October.
The mood is the product here. Snow, timber, cashmere in daylight, a sense of a place rather than a person. For a house that sells fiber rather than spectacle, that is a defensible way to spend a campaign budget. It also leaves the hardest part of the pitch, the feel of the cloth, to the shop floor.
Loro Piana is a Milan house with its roots in the wool trade of the Piedmont hills. It has spent a century buying the finest grades of cashmere, vicuña and merino and turning them into cloth other houses then buy. The brand it built on top of that supply chain is quiet by design.
The gifting math
The campaign fronts 179 holiday styles that run from a 265-dollar silk tie band to a 13,800-dollar shearling parka. Behind it sit four gifting edits. The Gifts for Her page alone holds 124 products, opening with the Theodora paisley tie band in silk at 265 dollars and a Natale in Casa Loro foulard at 625.
From there the ladder climbs fast: Jungfrau gloves in Baby Cashmere are 450 dollars, a Cervino plaid in Cashfur runs 10,000. On the womenswear pages a Battersea hat in Baby Cashmere is 875, a Napier cardigan 3,650, a Yeats coat in virgin wool and cashmere 10,400, and an Icer parka in shearling reaches 25,000. Menswear starts at a 475-dollar Rocky Mountains beanie and includes a Zermatt parka in Rain System microfibre at 9,400.
The palette holds the alpine line the campaign sets: tundra green, dark pine and earthy brown, lifted by winter white and marigold, with tartan and paisley running through both wardrobes. The materials are the usual Loro Piana register, cashmere and Baby Cashmere and Cashfur and shearling, the names the house trades on.
The quarter
The timing carries more weight than a seasonal push usually would. LVMH, which owns Loro Piana, reported third-quarter revenue of 18.504 billion euros on 12 October, up one percent on an organic basis. Its Fashion and Leather Goods division fell five percent organically to 8.245 billion. In the same release the group singled Loro Piana out for a strong performance and noted a new knitwear centre in Ghemme, in Piedmont.
Being named in that release is rare company. Most houses in that division were not. Holiday is the quarter where a house has to convert the shoppers it does not yet count as customers, and the spread of this collection is built for exactly that: a 265-dollar entry and a five-figure ceiling on the same site, in the same week.
The whole house rests on a material you have to hold. A gifting season is the test of selling it to people who only get to look.
The Splendid EditThat is the real limit on a campaign this handsome. A cashmere beanie at 875 dollars is bought on touch, and touch is the one argument a product shot cannot carry. The snow and the timber set a mood; the sale happens when a hand reaches a shelf. In New York that shelf is on Madison Avenue, in the Meatpacking District and inside Saks on Fifth, where the cloth can be handled and the price starts to make its own case.
So the house has done the easy half well. The pictures are calm, the range is wide, the fiber story is intact. The harder half waits where it always does for Loro Piana, in the few seconds a customer spends deciding whether the thing in their hands feels like the number on the tag.
Loro Piana's cashmere goats, the raw fibre behind its winter cloth. An image from the house, not the Holiday 2026 collection. Courtesy of Loro Piana