Review of Loro Piana Signature Handbag Ad Campaign by Photographer Charles Negre
Loro Piana turns its focus inward with a campaign dedicated entirely to its signature handbags, placing the Extra Pocket, Bale bag, Extra Bag, Loom bag, Ghiera Shopper, and Needle bag at the center of the Maison’s visual and material identity. Rather than introducing new silhouettes, the campaign functions as a study in continuity—an exploration of the forms, textures, and construction techniques that have come to define Loro Piana’s approach to leather goods.
Photographed by Charles Nègre, the imagery unfolds through softly lit still lifes and close-up compositions that emphasize tactility over narrative. Cropped details highlight zippers, padlocks, stitching, and leather grain, allowing craftsmanship to take precedence. The restrained palette and measured lighting reinforce the brand’s sensorial philosophy, where luxury is communicated through material intelligence rather than excess.
A key dimension of the campaign is its dialogue with design history. The bags are photographed alongside sculptural wooden works by French artist Alexandre Noll, whose mid-century carvings—celebrated for their organic forms and visible imperfections—echo Loro Piana’s own reverence for raw materials. The pairing feels intentional rather than ornamental. Just as Noll transformed wood into pure artistic expression, the bags are positioned as objects where function and form quietly converge.
Each model is anchored in a specific facet of the Maison’s heritage. The Extra Pocket distills minimalism through compact proportions and refined hardware, designed to transition seamlessly between hand-held and crossbody wear. The Bale bag draws inspiration from raw cashmere bundles, its fluid construction emphasizing softness and everyday ease. The Extra Bag balances structure and capacity, while the Loom bag subtly references weaving traditions through its inside-out construction. The Ghiera Shopper takes its name from metal rings used in spinning machines, and the Needle bag—crafted from a single piece of leather—embodies precision and seamless construction.
What the campaign does particularly well is resist spectacle. There is no overt storytelling or aspirational fantasy layered onto the product. Instead, Loro Piana relies on coherence—between past and present, textile and leather, design and craftsmanship. The result is measured, controlled, and unmistakably aligned with the Maison’s values.
That same restraint, however, also defines the campaign’s limits. While it successfully reinforces Loro Piana’s identity, it offers little in the way of visual surprise or conceptual expansion. The imagery speaks fluently to those already familiar with the brand’s codes, but remains intentionally inward-facing.
As a statement of brand identity, the Signature Handbag Campaign is precise and assured. By foregrounding materiality, construction, and design dialogue, Loro Piana positions its bags not as seasonal statements, but as enduring objects—where luxury is expressed through longevity, discretion, and craft.
Photographer | Charles Negre