Loro Piana

Jul 2024

Loro Piana redefines the landscape of modern heritage for their Fall 2024 campaign, masterfully bridging the gap between raw, wild environments and the refined sensibilities of high-end luxury fashion. Captured on location in the historic Scottish countryside, the imagery leans into a narrative of quiet sophistication, juxtaposing the brand’s signature tactile wools and structured tailoring against the weathered stone of ancient castles and the expansive, rugged greenery of the Highlands. Under the creative guidance of Art Director Atelier Franck Durand, photographer Mario Sorrenti employs natural light to bring a cinematic, editorial sensibility to the campaign, ensuring the fine fibers and intricate textures of the autumn collection take center stage. The cast, including Anok Yai, Leon Dame, and Bibi Breslin, embodies a grounded elegance that feels both aspirational and deeply rooted in the brand's equestrian-inspired DNA. Stylist Aleksandra Woroniecka expertly orchestrates a tonal palette of earthy browns and cognac, while hair by Damien Boissinot and makeup by Diane Kendal maintain a polished, effortless aesthetic. Whether set within the intimate, book-lined confines of an ornate library or on the sweeping, overcast exterior of a coastal estate, this lifestyle campaign emphasizes a timeless, artisanal craftsmanship that speaks to those who value understated luxury. The result is a cohesive, evocative visual story that celebrates the harmony between humanity, heritage, and the evolving spirit of luxury fashion.

Editorial, Lifestyle

Natural light

Luxury Fashion Houses, Fashion