Loro Piana

Jan 2025

Loro Piana redefines the intersection of high-end textile artistry and organic landscapes with its Spring 2025 ad campaign. Under the precise creative direction of Atelier Franck Durand, the campaign serves as a masterclass in editorial minimalism, grounding the house’s iconic focus on luxury craftsmanship within the vibrant, lush settings of Brazil. Photographer Mario Sorrenti expertly captures a cast that includes Angelina Kendall, Anok Yai, Leon Dame, Selena Forrest, and Woosang Kim, navigating a visual dialogue between modern architectural rigor and the untamed beauty of tropical foliage. The imagery relies heavily on the nuanced application of natural light, which breathes life into the season’s saturated palette—ranging from sharp, vibrant reds and sun-drenched yellows to deep, grounded earth tones. With styling by Aleksandra Woroniecka, the clothes oscillate between structured, sharp tailoring and the fluid, tactile ease of quilted ensembles and layered textiles. By pairing these refined garments with modernist stone busts and clean, curved walls, the campaign creates a tension that is simultaneously organic and composed. It is a sophisticated lifestyle narrative where every movement feels intentional, and every silhouette is enhanced by the subtle interplay of shadow and soft daylight. The result is a commercial yet deeply evocative portrait of contemporary elegance, celebrating the harmonious relationship between Loro Piana’s heritage fabrics and the living, breathing environment of Rio de Janeiro.

Editorial, Commercial, Lifestyle

Natural light

Luxury Fashion Houses, Fashion