The nature of Loro Piana is harmonious. Loro Piana seeks the beauty that comes from balance: of man and nature, of owned culture and other cultures, of different generations, of organic shapes and modern lines. The new Spring Summer 2024 Advertising Campaign, lensed by Mario Sorrenti and starring models Selena Forrest, Jonas Glöer, Awar Odhiang, Rianne Von Rompaey and Benji Xu, is a multisensorial depiction of the beauty of balance set within the Japanese landscapes, both architectural and rural.
Japan, which is evoked by affinity in the flowing shapes, the engaging textures and the vibrant simplicity of the Collection, is a country whose nature, in particular the respect for craft and quest for harmony with the natural world, is similar to that of Loro Piana. The Campaign turns such continuity into an act of image- making, in the belief that everything that exists is part of a greater whole, and the beauty of the whole exists in each part.
Suffused with natural light that enhances the textural qualities of both clothing and ambiance, the images show each subject alone: walking on the street or standing on the shore, sitting in a field, leaning against both modern and traditional architecture. Japan can be clearly felt, but in the quest for harmony, it is also just a hint, a suggestion, a trace. The sense of communality, of peace with the environment runs throughout: gestures are flowing, while the colors and the textures of garments naturally harmonize with those of the surroundings. Humanity finds its place in nature, exploring a feeling of interconnectedness, with clothing and accessories prompting such awareness. Painterly and dense, the pictures exude a sense of joy, warmth and peace.
Just like the Collection is a journey into affinities, so the Campaign expresses the beauty of balance as an absence of artifice. Japan, ultimately, comes across as a feeling, a state of mind: a cultured and soulful take on naturalness.
Direction: Atelier Franck Durand
Photographer & Director: Mario Sorrenti
Stylist: Aleksandra Woroniecka
Models: Selena Forrest, Jonas Glöer, Awar Odhiang, Rianne Von Rompaey, Benji Xu Hair: Damien Boissinot
Make-Up: Lisa Butler
