Radiating spontaneity and positivity, the new Loro Piana Spring/Summer 2025 ADV Campaign was lensed by Mario Sorrenti in Rio de Janeiro, Brazil between sun-soaked lush outdoors and the architectural ingenuity of pioneering Brazilian architect Oscar Niemeyer.
Bathed in suffused light to enhance the overall sense of unconstrained elegance, the imagery captures the movements, interaction, and bond between a now-familial cast that, like self-confident individuals living a refined existence, interprets the clothes with a natural nonchalance and a subtle touch of irreverence, imbuing a lively ease to the warmly lit visuals.
A sophisticated carefreeness reverberates throughout, emphasized by the crisp freshness of linen, the centerpiece of the Spring/Summer 2025 Collection that tributes the Maison’s 100 years of history and heritage. Linen, a quintessential Loro Piana summer fabric, synonymous with ease, lightness, and effortlessness, is interpreted through the Maison’s distinctive savoir-faire and artfully blended with heirloom fibres.
