Loro Piana Spring 2024 Campaign: A Serene Vision

Joanna Elizabeth

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Published January 21, 2024

Loro Piana Spring 2024 Campaign
The Loro Piana spring-summer 2024 campaign features Awar Odhiang in a textured blue coat paired with a matching bucket hat. Photo: Mario Sorrenti

Loro Piana ushers in the spring of 2024 season with an evocative campaign that is set on location in Japan. Photographer Mario Sorrenti lenses the intricate balance of nature and craftsmanship through his lens, showcasing models Awar Odhiang and Selena Forrest draped in the luxury brand’s latest collection.

The campaign features flowing shapes, including a blue cocoon coat that envelopes the body, complemented by the sumptuous textures of luxe knitwear artfully styled by Aleksandra Woroniecka. Each piece shows the brand’s commitment to quality and embodies the harmonious simplicity deeply rooted in Japanese aesthetics.

Loro Piana Spring/Summer 2024 Campaign

Leaned against modern architecture, Selena Forrest fronts Loro Piana spring 2024 ad in a white crocheted ensemble.
Leaned against modern architecture, Selena Forrest fronts the Loro Piana spring 2024 ad in a white crocheted ensemble. Photo: Mario Sorrenti

The visuals of the campaign are a blend of texture and light orchestrated under the lens of Sorrenti. The softness of knit styles against the organic backdrops of rural Japan creates a narrative of elegance that flows effortlessly through each frame.

Hairstylist Damien Boissinot and makeup artist Lisa Butler contribute to the campaign’s narrative with understated elegance, allowing the models’ natural beauty to speak volumes. This understated approach reflects Loro Piana’s philosophy of refined naturalness, a philosophy that’s captured in the very weft and weave of the spring collection.

As a continuation of the story established in the fall advertisements, Loro Piana’s spring collection features the heart of balance and beauty. The campaign transcends mere fashion to become an immersive experience, inviting admirers to explore a cultivated state of mind.


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