Loro Piana Spring 2024 Ad Campaign

Review of Loro Piana Spring 2024 Ad Campaign by Photographer & Director Mario Sorrenti with models Selena Forrest, Jonas Glöer, Awar Odhiang, Rianne Von Rompaey, and Benji Xu

Loro Piana explores balance and harmony with its new Spring 2024 campaign. The campaign was captured among the urban and natural landscapes of Japan by photographer Mario Sorrenti.

Suffused with natural light that sets off the rich textural qualities of the collection, Sorrenti’s imagery evokes a sense of tranquility amid tension. Soft volumes create a lucid contrast against the linearity of contemporary Japanese architecture, while elsewhere it is the organic presence of the countryside that juxtaposes the collection’s pristine quality. Amid these scenes, each human subject is captured alone, at peace with themselves and in a quiet search for connection.

The accompanying short film deepens the sense of scale, putting the intimately human in contrast with the grandiosity of nature and the infrastructure and architecture through which we seek to overcome it. Ultimately, the film’s message is one of reconciliation and harmony, showing that a balance between these two realms is an achievable luxury.

As Loro Piana’s campaigns tend to center around its home of Italy, it’s great to see the brand take its vision of comfort and refinement to a new location, creating a deeper sense of exploration, community, and narrative while still maintaining that unmistakable elegance and charm.