Loro Piana

Nov 2024

For the Loro Piana Après Ski Fall 2024 campaign, creative director Thomas Person and photographer Annemarieke Van Drimmelen deliver an evocative meditation on quiet luxury set against the stark, frozen beauty of the alpine wilderness. The campaign, produced by 360pm/MA+Group, masterfully captures the intersection of high-end knitwear and rugged outdoor performance. Through a lens that leans into editorial minimalism and a monochromatic palette of creams, beiges, and charcoal, the imagery emphasizes the rich, tactile quality of shearling, wool, and intricate Fair Isle patterns. Many of the campaign assets utilize 35mm film and analogue techniques, lending a timeless, cinematic quality to the work that feels both intimate and expansive. Whether portraying models nestled in rustic tents or framed by the jagged, icy blue structures of a glacial landscape, the storytelling remains rooted in a sense of stoic serenity. By utilizing soft, diffused natural light, the project heightens the contrast between the warmth of the layered apparel and the frigid, atmospheric environment. This approach eschews traditional fashion spectacle in favor of a documentary-style elegance, where the garments appear as natural extensions of the wintry terrain. The result is a sophisticated narrative that elevates winter fashion, presenting the collection as an essential companion for the modern, contemplative traveler navigating the quiet majesty of a snowy, high-altitude retreat.

Editorial, Lifestyle, Cinematic

Natural light

Luxury Fashion Houses, Fashion