Loro Piana Fall/Winter 2024-2025

The Loro Piana Fall/Winter 2024-2025 Advertising Campaign, lensed by Mario Sorrenti in Scotland, celebrates the Maison’s heritage Collection on its centenary year. Scotland is the land of the Cheviot, the typically Scottish woollen fabric, but it is also where Loro Piana first came to know about the virtues of the fiore di cardo, the thistle flower, which is part of Maison’s coat of arms since 1951. This aspect reconnects the images to the mindset and the dedication behind everything that Loro Piana accomplishes.

The Fall/Winter 2024-2025 Collection features the Maison’s Excellences: Baby Cashmere, Vicuña, Cashmere but also Sopra Visso and Pecora Nera®, Cheviot, and signatures details such as the thistle flower, alongside the instantly recognisable Icons of the House, all highlighted in the soulful and timeless photographs. The powerful landscapes and hues of Scottish nature are the backdrop that perfectly contains a Collection imagined as a far- roaming and extraordinary journey across fibres, fabrics, and shapes that honour the unique know-how, the technical expertise, but also the very personal take on elegance that are founding values of Loro Piana, and have endured for 100 years. British elegance and a sense of the perfectly put together comes through with herringbone and checked patterns. The result is harmonic: a powerful merge of history and inspiration, with an authentic timber.

A sense of Loro Piana’s ethos of kinship prevails in the campaign, guided by strong family ties, and genuine human bonding based on shared mindsets, knowledge, and passions. Taken both in the plein air of sublime nature and in the layered splendour of a Scottish castle dating back from the 18th century, the images featuring models Bibi Breslin, Anok Yai, Angelina Kendall, Leon Dame, and Woosang Kim, depict a reunion: characters returning to the family abode to enjoy moments of communality. They are portrayed in groups or alone, with the castle in the backdrop, inside the library, or out in the wilderness, enjoying the conjunction with the elements. As the camera follows the group of friends and family across the fields and boundless countryside, genuine moments of complicity, warmth and beauty are captured in images that echo classic portraiture while exuding a spontaneous, natural energy. This is amplified by the lines and rich textures of the clothing, by the suppleness of accessories, by their colours — light camel, the Loro Piana neutral tundra, mossy brown, tawny bark mélange, and deep burgundy — all blending in with the ambience.

Photographer: Mario Sorrenti
Art Director: Atelier Franck Durand
Director: Luca Werner
Stylist: Aleksandra Woroniecka
Models: Bibi Breslin @IMG, Anok Yai @No Smoking, Leon Dame @Viva London, Angelina Kendall @Special Beauties, Woosang Kim @D’MEN
Hair: Damien Boissinot
Make-Up: Diane Kendal