Loro Piana unveils its new spring summer 2023 campaign photographed by Inez and Vinoodh, starring models Rianne Van Rompaey, Amar Akway, Mika Schneider, and Leon Dame.
The energy of movement. Bodily gestures as a way to connect with the surrounding environment, in the urban landscape or far from it: Loro Piana explores another angle to its Italian roots. One is as dynamic and invigorating as a boost or a jump and as easy as the clothing accompanying them.
The new Spring Summer 2023 Advertising Campaign vigorously expresses such feelings. Photographed by Inez and Vinoodh both indoors and outdoors, by the sea, in the city and the countryside, in a villa, or on the square, it features models Rianne Van Rompaey, Amar Akway, Mika Schneider, and Leon Dame caught as they move, clothes flowing around the body, gestures that are both expressive and spontaneous. Nothing is static: every image seems to be the frame of a cinematic sequence in which bodily energy is released and connection ensues. The confidence and personality of the diverse characters come forward in a gaze, in a move, in an act.
The warmth of the natural light, the volumes of architecture, and the painterly nature of the vegetation immediately convey an idea of Italianism, the ease of a particular way of living and being typical of the Bel Paese. However, the minutiae of local details fade away: Italy, in the images, is an impression, an enveloping feeling rather than a set of geographic coordinates.
The pictures highlight the flow of the shapes, the density of the textures, and the ease of the colors in the collection. It is an Italian journey: a balance of the active and outdoorsy, languid and the mildly formal. Faultless tailored suits and airy dresses mingle with bouclé coats, knitted jumpers, and Loro Piana icons in a mix of cotton, cashmere, silks, and linens in an earthy palette of natural hues.
The character ultimately defines the Campaign: an organic connection of body, clothing, and gestures that breaks staid rules. An idea of effortlessness in motion is affirmed.