The launch of Loro Piana’s Spring/Summer 2025 advertising campaign

"...Loro Piana unveils the beauty of nature and architecture in its Spring/Summer 2025 advertising campaign, captured through the lens of Mario Sorrenti. The campaign highlights the charm of Rio de Janeiro, Brazil, with the iconic Casa das Canoas by Oscar Niemeyer serving as the backdrop. A pioneering architect, Niemeyer is celebrated for his use of curves and his ability to seamlessly integrate modernist design with the surrounding natural environment..."

Bathed in the warm tones of natural sunlight, the campaign exudes a sense of brightness, relaxation, and vitality, embodying Loro Piana's dedication to refined craftsmanship. The collection features effortlessly elegant attire that emphasises comfort and freedom of movement, crafted primarily from linen – the cornerstone of this summer collection. This focus on linen pays homage to the maison’s 100-year legacy, celebrating its rich history with a contemporary interpretation.

Linen, a symbol of lightness and simplicity, is perfectly suited to the summer heat. The fabric’s uniqueness in this collection stems from the maison’s heritage weaving techniques combined with masterful craftsmanship, creating an allure that is both timeless and distinctive. The campaign features celebrated models, including Angelina Kendall, Anok Yai, Leon Dame, Selena Forrest, and Woosang Kim, exuding poise and confidence with a serene sophistication. Under the artistic direction of Atelier Franck Durand, the campaign highlights the tactile details of the garments, fluid silhouettes, and exquisite accessories, all meticulously styled to create a harmonious and visually captivating narrative.

The atmosphere is further enriched by the inclusion of sculptures by Alfredo Ceschiatti and Vera Torres, situated within the grounds of Casa das Canoas. The modernist architecture, defined by its use of sweeping curves and concrete, establishes a perfect balance between nature and creativity, reflecting the interplay of humanity and the natural world.

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