Loro Piana Holiday 2026 Campaign Review

Natural Affinity

Review of Loro Piana Holiday 2026 Ad Campaign by Photographer Annemarieke Van Drimmelen, featuring models Ida Heiner, Long Li, Dana Smith, and Just Verhoeff

There is a particular pleasure in dressing well for a cold day. The weight of a sweater, the feel of a high collar, and the generous fall of a coat can make winter something to anticipate. Loro Piana’s Holiday 2026 campaign understands that pleasure and gives it a landscape. Photographed by Annemarieke Van Drimmelen at Dunton Hot Springs in Colorado, the campaign brings the house’s wardrobe into an environment that makes its qualities especially desirable. Its central proposition is warmth through style, accompanied by an unmistakable affection for the outdoors.

Van Drimmelen allows the landscape to retain its presence. The mountains rise well beyond the figures, snow gathers deeply around wooden buildings, and dark forests give the open spaces their definition. In one photograph, a figure climbs a snowy incline beneath an imposing rock face. Elsewhere, a close view of boots reveals snow caught along the laces and pressed into the leather’s surface. These details establish a physical relationship with the setting. The wardrobe becomes part of the pleasure of venturing into it.

That relationship gives the campaign much of its persuasive force. Winter makes the appeal of substantial knitwear immediately understandable, while the styling gives that appeal a sophisticated expression. Generous trousers fall beneath softly rounded jackets, collars frame faces, and layers of different weights create depth without disturbing the line of a silhouette. The looks communicate a considered way of dressing for the season. A good sweater does improve one’s relationship with the forecast.

The photography is particularly attentive to how those clothes take shape around the body. A cream sweater worn against an open timber door offers one of the clearest examples. Light picks out the raised cables, giving their construction an almost architectural definition, while the extended sleeves and loose proportions suggest ease. In the seated portraits, knitwear folds and gathers naturally with the pose. Texture becomes visible through the way a garment is worn, giving the viewer something more useful than an abstract assurance of softness.

The cast’s composure is equally important. Ida Heiner, Long Li, Dana Smith, and Just Verhoeff bring a chic, self-possessed quality to the campaign, carrying its sophistication across both expansive outdoor scenes and closely framed portraits. A shared armchair becomes an occasion to appreciate the relationship between two silhouettes. A seated figure on a wooden porch gives layered clothing a relaxed elegance. Their reserve allows the styling to remain expressive, with posture and proportion doing much of the work.

Movement between the snowfields, porches, hot springs, and chalet interiors supplies the campaign with a gentle narrative. We can imagine the rhythms of a stay: heading outside, pausing in the sunlight, returning indoors, settling into a chair. The wardrobe belongs across those moments. Van Drimmelen’s shifts between color and black and white, distant views and intimate crops, give the story variation while preserving its unhurried pace. The landscape invites the eye outward, and the portraits bring attention back to the wearer.

For Loro Piana, the strategic strength lies in connecting material quality with a life in which that quality has meaning. The campaign makes it easy to imagine why one would want these particular layers, proportions, and textures. Its sense of aspiration grows from the relationship between the beauty of the surroundings and the pleasure of being appropriately, elegantly dressed within them. That is a compelling expression of the house’s identity because the clothes remain essential to the experience being offered.

A scattering of festive lights in one group portrait provides a gentle seasonal marker. The larger invitation extends through the winter: to enjoy its landscapes, appreciate its changing light, and take pleasure in dressing for it. Loro Piana makes elegance feel thoroughly at home outdoors. The desire that follows is quite specific: to be there, and to be wearing something that makes being there even better.