Loro Piana’s Fall/Winter 2024-25 campaign is about a luxurious homecoming, a celebration of heritage, and a testament to the brand’s enduring commitment to quality. Photographed by the renowned Mario Sorrenti against the dramatic backdrop of the Scottish Highlands, the campaign evokes a sense of timeless elegance and a profound connection to nature.
Scotland holds a special significance for Loro Piana. It’s the land of Cheviot wool, a cornerstone of Scottish textile tradition, but it’s also where the brand first encountered the thistle flower, the “fiore di cardo.” This emblematic bloom has graced Loro Piana’s coat of arms since 1951, subtly hinting at the brand’s deep respect for natural materials and craftsmanship.
The campaign visuals, a series of soulful and timeless photographs, feature Loro Piana’s “Excellences” – the finest materials that have become synonymous with the brand’s name. Baby cashmere, vicuña, and cashmere alongside lesser-known yet equally exquisite offerings like Sopra Visso and Pecora Nera® take center stage. Signature details like the thistle motif are woven into the garments, a subtle nod to the brand’s heritage. The backdrop of the Scottish landscape, with its powerful vistas and earthy hues, complements the collection perfectly. The clothes themselves embody a journey – a far-ranging exploration of textures, fabrics, and silhouettes that pay homage to Loro Piana’s century-long legacy of expertise and a uniquely personal approach to elegance. Classic British tailoring is reimagined with herringbone and check patterns, resulting in a harmonious blend of history and contemporary inspiration.
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The Loro Piana campaign also subtly conveys the brand’s core values – a sense of kinship, strong family ties, and a genuine connection forged through shared experiences and passions. The models, including Bibi Breslin, Anok Yai, Angelina Kendall, Leon Dame, and Woosang Kim, are depicted as friends and family reuniting in a grand 18th-century Scottish castle. We see them gathered in the library, exploring the vast wilderness, and simply enjoying each other’s company amidst the elements. The photographer’s lens captures moments of genuine warmth, complicity, and beauty, reminiscent of classical portraits yet imbued with a spontaneous, natural energy. This effect is further amplified by the clothing’s clean lines, rich textures, and a color palette that seamlessly blends with the Scottish landscape – light camel, Loro Piana’s signature neutral tundra, mossy browns, tawny bark mélanges, and deep burgundies.
Photographer: Mario Sorrenti
Art direction: Atelier Franck Durand
Director: Luca Werner
Stylist: Aleksandra Woroniecka
Models: Bibi Breslin @IMG, Anok Yai @No Smoking, Leon Dame @Viva London, Angelina Kendall
@Special Beauties, Woosang Kim @D’MEN
Hair: Damien Boissinot
Make-up: Diane Kendal
