Loro Piana

Jul 2023

Loro Piana redefines the essence of understated luxury with its Fall 2023 ad campaign, a collection that masterfully leans into the quiet, tactile sophistication synonymous with the house. Captured through the lens of photographer Glen Luchford, the series serves as a masterclass in editorial minimalism, stripping away the noise to prioritize the rich textures of signature knitwear. Creative Director Franck Durand orchestrates a visual narrative that feels both intimate and expansive, utilizing soft natural light to elevate the serene domestic settings. The campaign relies on a refined, muted palette and structural composition to frame models like Selena Forrest, Henry Kitcher, Awar Odhiang, and Raquel Zimmermann, each portrayed in moments of effortless repose. Set designer Gideon Ponte contributes to this cohesive aesthetic, crafting minimalist interior spaces that allow the quilted jackets and ribbed sweaters to take center stage. By blending lifestyle portraiture with commercial precision, the project avoids the typical flash of luxury advertising, opting instead for a subdued, contemplative mood that emphasizes personal comfort and material quality. The final result is a polished, character-driven campaign that honors the brand's heritage while maintaining a contemporary edge, perfectly capturing the intersection of classic elegance and modern, architectural form.

Lifestyle, Vertical, Editorial

Natural light

Luxury Fashion Houses, Fashion