Review of Loro Piana Holiday 2025 Ad Campaign with Photographer Annemarieke van Drimmelen and models Aivita Mūze, Awar Odhiang, Elias Monstrey, Hejia Li, Mathilda Gvarliani, Penelope Ternes, Yoesry Detre
Loro Piana’s Holiday 2025 campaign lands with the quiet resonance of something familiar yet rediscovered—a story told not through spectacle, but through the hush of light, texture, and time. Captured by Annemarieke van Drimmelen, the imagery unfolds in muted tones and soft focus, as if lifted from a long-forgotten film reel found in a family attic. Each frame feels deeply personal—wool against wood, velvet beside skin, a faint breath visible in the alpine air.
The campaign drifts between chalet interiors and winter stillness outside, its rhythm unhurried and tender. A painter bends over her worktable, swathed in russet boucle and bathed in the honeyed glow of dusk; a man stands at a weathered door, the grain echoing the warmth of his cashmere coat; another figure, wrapped in scarf and solitude, leans against snow-dusted beams. Nothing here feels arranged for a camera—it’s as if van Drimmelen simply stepped into the quiet lives of those who already live in Loro Piana.
The narrative belongs as much to material as to mood. Each garment seems to inhale and exhale with the scene around it—baby cashmere catching the slant of morning light, silk velvet absorbing shadow, double alpaca folding like fog. Texture becomes dialogue: rough and smooth, matte and shimmer, body and space. Even the sparkle of eveningwear—a glinting gold dress, a floral jacket glimmering in half-light—arrives as an afterthought, like the faint memory of celebration rather than the moment itself.
What emerges is a campaign less about fashion than feeling. The palette—sepia, moss, bark, ochre—conjures both nature and nostalgia. There’s an intimacy in how models occupy the frame, not performing but existing, their stillness suggesting a kind of refuge. This isn’t holiday dressing in the conventional sense; it’s holiday as pause—a return to slowness, warmth, and touch.
In a season where so many brands chase brilliance, Loro Piana offers a masterclass in quiet radiance. The campaign lingers not because it demands attention, but because it holds it gently. It doesn’t ask you to look—it invites you to feel.
Photographer | Annemarieke Van Drimmelen
Models | Aivita Mūze, Awar Odhiang, Elias Monstrey, Hejia Li, Mathilda Gvarliani, Penelope Ternes, Yoesry Detre
Stylist | Aleksandra Woroniecka
Casting Director | Piergiorgio Del Moro