Loro Piana 'Loro Highlands Capsule Collection' Fall 2025 Ad Campaign

Review of Loro Piana ‘Loro Highlands Capsule Collection’ Fall 2025 Ad Campaign by Photographer Alasdair McLellan with model Edie Campbell

The Loro Piana Highlands Capsule Collection is less a campaign than a love letter to equestrian grace and the Scottish countryside, and it unfolds with the same quiet majesty as the landscapes that inspired it. Photographed by Alasdair McLellan in Gloucestershire and fronted by model and rider Edie Campbell, the imagery places heritage fabrics and impeccable tailoring directly in dialogue with horses, dogs, and open fields. It’s a campaign that whispers rather than shouts, but in doing so, it captures a refined authenticity that feels unmistakably Loro Piana.

The collection itself is built on this tension between practicality and romance. Moss greens and earthy browns form the foundation, punctuated by ochre and coppery shades that echo Highlands flora in bloom. Loro Piana’s signature mastery of textiles is front and center: Cheviot wool, storm-proof coverings, waxed finishes, and the exclusive Loro Clan tartan reinterpret Scottish tradition with modern precision. Layered silhouettes—pleated skirts tucked into boots, elongated coats with room for movement, and quilted jackets with country flair—speak to a life lived outdoors, yet in absolute elegance.

McLellan’s lens brings the garments alive through a rhythm of intimacy and expansiveness: a quiet hand on a horse’s flank, a rider’s gaze over an open field, the gleam of leather boots catching light. The visuals resist the overly polished tropes of luxury branding and instead lean into lived-in authenticity. This restraint strengthens the campaign, though one could argue that it risks underplaying the inherent drama of such a landscape. More dynamic poses or bolder narrative sequences might have deepened the sense of story.

Still, the capsule’s strength lies in its consistency. Equestrian codes—riding boots, storm jackets, tartan accents—are translated into timeless wardrobe pieces that can move seamlessly between stables, fields, and city streets. Accessories like the cashmere-lined Chasseur boots or silk foulards inscribed with floral Lilibet prints add softness to the otherwise rugged framework. The campaign resists the temptation of spectacle and instead offers a portrait of luxury as a way of life: lived slowly, richly, and with deep connection to craft and place.

Ultimately, Loro Highlands feels like an invitation to inhabit a mythologized countryside—one that is both nostalgic and aspirational. It’s not about fantasy role-play, but about grounding refinement in authenticity. If Burberry has claimed the trench as a symbol of Britishness, then Loro Piana here positions tartan and riding boots as the emblems of Italian refinement in dialogue with Scottish heritage.