Loro Piana, the Italian epitome of luxury and refined craftsmanship, introduces its Spring/Summer 2025 ADV Campaign, a visual symphony shot by renowned photographer Mario Sorrenti in the vibrant city of Rio de Janeiro, Brazil. Capturing the juxtaposition of Brazil’s rich natural beauty and Oscar Niemeyer’s architectural brilliance, the campaign showcases the brand’s commitment to effortless elegance and timeless design.
A Tribute to Heritage and Craftsmanship
At the heart of the collection is linen, Loro Piana’s quintessential summer fabric. As a material synonymous with lightness, breathability, and relaxed sophistication, linen takes center stage in this collection, blending seamlessly with heirloom fibres that pay homage to the brand’s storied legacy. The campaign, which marks the Maison’s 100-year milestone, reflects Loro Piana’s dedication to excellence in every thread.
The collection’s rich palette of earthy tones is punctuated with vibrant pops of color, evoking the lively spirit of summer. The visuals, bathed in golden sunlight, are framed by the lush green landscapes of Brazil’s exotic vegetation and the striking modernist design of Casa das Canoas. This celebrated building, designed by Niemeyer, is known for its sweeping curves and organic forms, making it the perfect backdrop for the fluidity and ease of the Loro Piana garments.
Refined Luxury Meets Effortless Grace
Models Angelina Kendall, Anok Yai, Leon Dame, Selena Forrest, and Woosang Kim embody the campaign’s spirit of refined spontaneity. With a relaxed, almost effortless grace, they exude a sense of sophistication that mirrors the natural elegance of the collection. The carefully chosen models reflect a familial bond, their closeness adding depth and authenticity to the imagery.
The clothing’s luxurious textures, fluid silhouettes, and supple accessories enhance the natural beauty of the models, creating a harmonious blend of fashion, architecture, and nature. The result is a campaign that radiates carefreeness and sophistication—qualities that define the Loro Piana ethos.
A New Chapter in Loro Piana’s Legacy
The Spring/Summer 2025 Collection is more than just a reflection of fashion; it’s a celebration of Loro Piana’s craftsmanship and heritage, reimagined for the modern connoisseur. This campaign not only marks a significant milestone in the brand’s history but also serves as an invitation to experience the brand’s rich legacy of excellence and timeless sophistication.
Clients are invited to explore this latest collection, available through Loro Piana’s global boutiques and online platforms. Whether in the sun-drenched landscapes of Rio de Janeiro or the refined surroundings of their flagship stores, Loro Piana offers a personalized and luxurious shopping experience that speaks to the discerning tastes of its global clientele.
