Italian luxury brand Loro Piana unveils its spring 2025 campaign, blending the timeless sophistication of its collection with the modernist allure of Rio de Janeiro's architectural masterpiece, Casa das Canoas.
A Journey Through Heritage And Elegance. Loro Piana, renowned for its exquisite fabrics and understated luxury, continues its global exploration of heritage and beauty with a stunning new advertising campaign. Following the success of its fall 2024 campaign, set against the historic Inverary Castle in Scotland, the brand's spring 2025 narrative travels to the vibrant landscapes of Brazil.
Captured by acclaimed photographer Mario Sorrenti, the campaign highlights Loro Piana's centennial legacy with a fresh focus on linen, the "noble fiber" of the season. Models Angelina Kendall, Anok Yai, Leon Dame, Selena Forrest, and Woosang Kim bring life to the collection, photographed at Casa das Canoas, a modernist landmark designed by legendary Brazilian architect Oscar Niemeyer.
Modernism Meets Natural Elegance. "The beauty of Brazil was the perfect backdrop for this campaign", Sorrenti shared. Casa das Canoas, nestled amidst lush tropical vegetation, provided a setting where nature and architecture converge seamlessly. Niemeyer's signature curves and innovative forms echo the fluidity and sophistication of Loro Piana's designs.
"The warm light, mingling with the purity of Niemeyer's designs, perfectly revealed the rich linen textures of the collection", Sorrenti said. "A relaxed elegance emerges, one that embraces the natural world and exudes a kind of effortless sophistication that is both simple yet profound".
The campaign also integrates sculptures by Brazilian artists Alfredo Caschiatti and Vera Torres, complementing the architectural elements of Casa das Canoas and reinforcing the brand's commitment to art and culture.
Linen Takes Center Stage. Departing from its traditional focus on cashmere, Loro Piana crowns linen as the star of its spring 2025 collection. Celebrated for its versatility and lightness, linen is elevated through blends with silk, cashmere, and woold, creating textures that marry tradition with innovation.
Key pieces from the collection include linen bouclé designs, bold red ensembles featuring cropped jackets paired with knee-length skirts, and crochet separates incorporating Abaca fibers derived from banana leaves. These relaxed, elongated silhouettes reflect Loro Piana's dedication to creating timeless wardrobe staples with a modern twist.
A Centennial Celebration of Craftsmanship. The spring campaign not only showcases the brand's mastery of fabrics but also pays homage to Loro Piana's centenary, celebrating 100 years of unparalleled craftsmanship and innovation. By setting its latest campaign within Niemeyer's architectural masterpiece, the brand underscores its deep appreciation for artistry, heritage, and the natural world.
Loro Piana's spring 2025 collection is a testament to the brand's ability to bridge the past and future, crafting designs that honor tradition while embracing contemporary sophistication. Through this campaign, Loro Piana invites its audience to experience the harmony of nature, art, and luxury, encapsulated in every meticulously crafted piece.
Explore Loro Piana's spring 2025 collection and immerse yourself in a celebration of heritage, elegance, and modern design.
