Loro Piana Fall 2024 Ad Campaign

Review of Loro Piana Fall 2024 Ad Campaign by Photographer Mario Sorrenti and Artistic Director Atelier Franck Durand with models Bibi Breslin, Anok Yai, Leon Dame, Angelina Kendall, and Woosang Kim

Loro Piana explores the magic of the Scottish highlands with its new Fall 2024 campaign. The campaign was shot by photographer Mario Sorrenti with film direction by Luca Werner and artistic direction by Atelier Franck Durand.

The imagery is captured among the interior and surrounding environs of a Scottish castle dating back to the 18th century, a setting that has connections to the brand’s heritage: Scotland is the land of the Cheviot, the typically Scottish woolen fabric, but it is also where Loro Piana first discovered fiore di cardo, the thistle flower, which has been part of maison’s coat of arms since 1951.

Sorrenti’s imagery finds a lush sense of harmony and connection between the luxurious material palette of the collection, the historic and natural beauty of the location, and the relationships of the characters. Shots captured among the richly layered interior of the castle library exude the warmth and distinction of a family portrait, while photographic vignettes lensed en plein air find their characters in touch with the majesty of nature.

The accompanying short film pushes the sense of grandeur up to an epic scale. Bracing handheld-camera shots are paired with a driving orchestral soundtrack as sweeping intensity clashes with an intimate attention to detail, creating a fantasia adventure uplifted by craft.

The campaign steadily evolves Loro Piana’s classic approach of true-to-life luxury with a sense of adventure. Getting a big boost thanks to a smart choice of location and creative team, the campaign is a gorgeous ode to exploration and cultural history, and the way it persists through craft today.