A century of Italian excellence culminates in Loro Piana's new Spring-Summer 2025 campaign. Set against the architectural poetry of Rio de Janeiro, Mario Sorrenti captures an all-star cast against Oscar Niemeyer's iconic Casa das Canoas. More than a backdrop—the architectural innovation is a philosophical reflection of the Maison's enduring values, where precision meets organic beauty.
This season, crisp linens anchor the collection while ultra-fine cashmere-linen introduces unprecedented lightness. The resulting structures are ethereal and impeccably tailored. Wide-leg trousers in textured cotton-silk move fluidly, while hand-finished suede outerwear showcases the house's artisanal work in leather. In the accessories collection, the Nueva bag is introduced in hand-braided leather– its understated geometry echoing Niemeyer's architectural principles.
Sorrenti captures these pieces in dialogue with their environment. Alfredo Ceschiatti and Vera Torres pose among its modernism curvatures with lush Brazilian vegetation in the background. The interplay of shadow and light through the modernist structure's curves creates a natural chiaroscuro, highlighting the collection's sophisticated palette of sand, terracotta, and celadon, with bursts of Brazilian orchid purple.
The campaign's cast brings contemporary vision for the Centennial celebration of the Italian luxury house. Angelina Kendall and Anok Yai move with grace in luminous fabrics, while Leon Dame, Selena Forrest, and Woosang Kim embody a relaxed refinement in sartorial separates. Their interactions feel spontaneous and considered—a perfect reflection of the collection's balanced approach to luxury.
Debuting globally on January 16th, this centennial campaign articulates Loro Piana's evolution for the modern age: true excellence resonating through the quiet luxury of exceptional craftsmanship and thoughtful design.
