Loro Piana
Spring 2024 Ad Campaign
Jan 2024
The Loro Piana Spring 2024 ad campaign serves as a masterclass in quiet luxury, masterfully bridging the gap between tactile craftsmanship and stark, architectural minimalism. Set against the serene, textural backdrop of Japan, the imagery strips away the noise of high fashion to focus on the interplay between form, material, and space. Through the lens of photographer Mario Sorrenti, the campaign channels an editorial aesthetic that feels both grounded and ethereal, utilizing high-key natural light to emphasize the intricate weaves of the knitwear against smooth, industrial concrete. Creative director Atelier Franck Durand orchestrates a series of vignettes where models like Selena Forrest, Jonas Glöer, Awar Odhiang, Rianne Von Rompaey, and Benji Xu become part of the landscape itself, blending seamlessly into their surroundings. Whether it is the soft, diffused portraits or the low-angle captures of figures lounging on gravel, the styling by Aleksandra Woroniecka leans into a monochromatic and cool-toned palette that highlights the house's dedication to understated elegance. With hair by Damien Boissinot and makeup by Lisa Butler providing a polished, clean finish, the campaign reads as a sophisticated dialogue between the human silhouette and the rigid geometry of the built environment. This project successfully positions Loro Piana at the intersection of lifestyle portraiture and high-concept commercial photography, offering a visual narrative that is as timeless as the textiles it showcases.
Lifestyle, Editorial, Commercial, Commercial, Commercial
Natural light, Natural light
Luxury Fashion Houses, Fashion
