For the Loro Piana spring-summer 2024 campaign, tranquility and style converse against a serene Japanese backdrop. Through the lens of photographer Mario Sorrenti, model Jonas Glöer embodies the seamless blend of organic shapes and modern design principles that the brand is known for.
Loro Piana’s new advertisement nods to Japan’s architectural and pastoral scenes, where each frame is a canvas illustrating the delicate balance between man, nature, and the cultural dialogue that Loro Piana fosters. The color palette is a thoughtful curation of earth tones, mirroring the natural light that bathes each ensemble.
Loro Piana Spring/Summer 2024 Campaign
The textures of the clothing are the protagonist, telling a tale of respect for craft and materials, aligned with Loro Piana’s pursuit of a harmonious relationship with the natural world. The imagery is candid, with flowing shapes and engaging textures that evoke a sense of chic simplicity.
The campaign’s creative direction by Atelier Franck Durand brings a coherent vision to life, with styling by Aleksandra Woroniecka. The advertisement’s natural light accentuates the garments, showcasing the tactile nature of Loro Piana’s fabrics and the brand’s core values, where the natural and the crafted coexist in a dance of sartorial sophistication.
