Loro Piana Welcomes Its Centennial Collection Campaign: An Ode to Scottish Heritage and Luxury Craftsmanship
July 22, 2024
Italian luxury house, Loro Piana, reveals its Fall/Winter 2024-2025 campaign — a compelling dive into the rugged beauty of Scotland with iconic models like Leon Dame and Anok Yai. Marking the brand’s centennial, the FW24 collection is a sensory journey through time, texture, and tradition.
A Century of Excellence Unveiled
As we step into the world of Loro Piana's latest offering, we're immediately transported to the misty moors and ancient castles of Scotland. The campaign, lensed by the legendary Mario Sorrenti, pays homage to the brand's 100-year legacy while firmly planting its feet in the present.
The choice of Scotland as the backdrop is a poignant nod to land of Cheviot, a woolen fabric as integral to Scottish culture as the thistle itself. It's here that Loro Piana first discovered fiore di cardo, the thistle flower that has graced the Maison's coat of arms since 1951. This connection to place and history is palpable in every frame, every fold of fabric.
Exquisite Fibers, Timeless Design
The Fall/Winter 2024-2025 collection is a veritable display of Loro Piana's famed and exclusive Excellences. Baby Cashmere, Vicuña, and classic Cashmere take center stage, their luxurious textures practically leaping off the page. But it's the inclusion of Sopra Visso, and Pecora Nera® that elevates this collection to new heights of sophistication.
Herringbone and checked patterns nod to British elegance, while the signature thistle flower motif serves as a subtle reminder of the brand's enduring legacy. The color palette—a harmonious blend of light camel, tundra neutrals, mossy browns, and deep burgundies—mirrors the Scottish landscape with uncanny precision.
A Family Affair
What sets this campaign apart is its sense of intimacy. Models Bibi Breslin, Anok Yai, Angelina Kendall, Leon Dame, and Woosang Kim become characters in a rich narrative. They're portrayed as a close-knit group, returning to a familial abode—an 18th-century Scottish castle, no less—for moments of shared joy and connection.
The imagery oscillates between grand, sweeping landscapes and intimate interior shots, creating a visual rhythm that mimics the ebb and flow of family gatherings. Whether lounging in a book-lined library or striding across windswept fields, the models exude warmth and authenticity that elevates the clothes they wear.
The Art of the Everyday Extraordinary
As we leaf through these images, we're reminded that true luxury isn't about ostentation; it's about the quiet confidence that comes from wearing something crafted with unparalleled skill and care. It's about the way a perfectly tailored jacket moves with you, the warmth of a cashmere scarf against your skin on a crisp autumn day.
A Century Forward
As Loro Piana celebrates its centenary, this campaign serves as both a retrospective and a bold step into the future. It honors the brand's roots while showcasing its continued relevance in the ever-evolving world of luxury.
As we can imagine what the next 100 years will bring for Loro Piana, its classicism will continue to inspire, much like the mist over the Scottish highlands at dawn with a beauty that takes your breath away.
