The new Spring/Summer 2024 advertising campaign is shot from oriental-style modern architecture and rural landscapes, depicting the beauty of balance with multiple senses. Shot by Mario Sorrenti, the film stars models Selena Forrest, Jonas Glöer, Awar Odhiang, Rianne Von Rompaey and Benji Xu.
The collection’s fluid silhouettes, captivating textures and vibrant simplicity are all refreshing. The authenticity of Eastern charm, respect for craftsmanship, and harmony with nature coincide with Loro Piana. This film shows wonderful resonance through images, aiming to convey the following concept: everything in the world is part of a macroscopic whole, and the beauty of the whole is inseparable from the existence of each part.
The picture is filled with natural light, and in the textured atmosphere, the texture of the clothing is clearly visible. Each picture has its own protagonist: walking on the street, standing on the shore, sitting in the field, or leaning on a modern or traditional building. In this journey of pursuing harmony, the oriental charm has become a kind of connotation and suggestion, blending into the environment and the theme of nature, and runs throughout: no matter how the posture changes, the color and texture of the clothes can complement the surrounding environment. . Man and nature blend harmoniously at this moment, exploring the inner connection between each other through clothing. The images are vivid and detailed, exuding a feeling of joy, warmth and peace.
The advertising campaign showcases the true and natural beauty of balance, transforming the rhythm of harmony into a feeling and state of mind, a restrained and passionate innocence.
General Director: Atelier Franck Durand
Photographer and director: Mario Sorrenti
Styling: Aleksandra Woroniecka
Models: Selena Forrest, Jonas Glöer, Awar Odhiang, Rianne Von Rompaey, Benji Xu Hair: Damien Boissinot
Makeup: Lisa Butler
