Loro Piana Fall 2025 Ad Campaign

Review of Loro Piana Fall 2025 Ad Campaign by Creative Director Atelier Franck Durand and Photographer Mario Sorrenti with models Alix Bouthors, Leon Dame, Long Li, Awar Odhiang, and Binx Walton

Loro Piana’s Fall/Winter 2025 campaign, lensed by Mario Sorrenti, continues the house’s meditative exploration of artistry and location. Shot at Villa Santo Sospir—the former home of Jean Cocteau—the campaign picks up where last season’s Casa das Canoas story left off, further entrenching the brand’s mission to align with historically resonant architecture and artistic legacy. The cast—Alix Bouthors, Leon Dame, Long Li, Awar Odhiang, and Binx Walton—moves through Cocteau’s illustrated interiors with unstudied ease, grounding the collection in a lived-in rhythm.

The setting framed by a sweeping Mediterranean vista becomes more than a backdrop. It acts as a co-narrator, an extension of the collection’s ethos, which draws from global landscapes but remains rooted in Italian subtlety. Shooting as an “imaginary weekend” allows the images to reflect a gentle fluidity; an act of continuity rather than just a fashion statement. Models linger, recline, and drift between rooms with calm ease. These are clothes worn in moments between moments—garments that support instead of direct.

Crystallizing Loro Piana’s current posture gives an elevated confidence that eschews spectacle in favor of narrative cohesion. While the styling is predictably understated—clean lines, muted palettes, tactile richness—it’s the integration of Cocteau’s murals that gives the images their charge. His interventions on the villa’s surfaces echo the quiet embellishment of the clothing itself, forming a visual dialogue between craft disciplines. In this sense, the campaign doesn’t simply borrow from art history; it inhabits it.

The slyness of the visual pacing may register as muted to audiences seeking a more declarative seasonal shift. And for a house that operates through nuance, there’s always the challenge of ensuring that the narrative doesn’t recede entirely into atmosphere. But here, the balance holds. There is enough texture—both literal and conceptual—to sustain attention.

Loro Piana’s Fall/Winter 2025 campaign signals a deepening of their long game: a sustained investment in story over stunt. By embedding its collection within Cocteau’s worldview, it ties the garments to a tradition of lived art and the values it holds. Out of previous campaigns, this chapter is the most introspective, anchored not in progression but in presence.