MILAN — From one continent to another, traveling to Brazil from Scotland, Loro Piana is set on shining the light on its heritage, sophisticated collections and precious fabrics through advertising campaigns photographed in striking environments.
The Italian luxury brand on Thursday is launching its spring 2025 ads photographed by Mario Sorrenti in Rio de Janeiro. Sorrenti was also tapped for Loro Piana’s fall 2024 campaign, which was shot in Scotland at the 18th-century Inveraray Castle owned by Torquhil Campbell, the 13th Duke of Argyll.
“Brazil’s beauty was the perfect backdrop” for the spring campaign, Sorrenti told WWD.
Models Angelina Kendall, Anok Yai, Leon Dame, Selena Forrest and Woosang Kim were photographed at Casa das Canoas, designed by Oscar Niemeyer, and outdoors, framed by the verdant exotic vegetation.
An image from Loro Piana’s spring 2025 campaign.
“The warm light, mingling with the purity of Niemeyer’s designs, perfectly revealed the rich linen textures of the collection,” Sorrenti said. “A relaxed elegance emerges, one that embraces the natural world and exudes a kind of effortless sophistication that is both simple yet profound.”
Niemeyer’s modernist designs and innovative curved forms serve as the set for the spring collection, centered around linen and which paid tribute to Loro Piana’s centenary anniversary last year.
Sculptures by Alfredo Ceschiatti and Vera Torres, set within Casa des Canoas, also appear in the photos.
An image from Loro Piana’s spring 2025 campaign.
The Brazilian architect’s shapes matched with the lightness of linen, blended with heirloom fabrics; the fluid silhouettes, and rich textures of the collection.
An image from Loro Piana’s spring 2025 campaign.
For spring 2025, Loro Piana switched its focus from cashmere to linen, crowned as the noble fiber of the season. Working with different blends of linen with silk, cashmere and wool, the design team cut relaxed, elongated silhouettes. Designs included linen bouclé pieces and a bold red ladylike look in linen and cashmere that paired a cropped jacket with a knee-length skirt, or crochet separates that included fibers of Abaca, a material derived from banana leaf.
An image from Loro Piana’s spring 2025 campaign.
