In New York, you might be lucky if you’ve found a friend of a friend of a friend who’s got a house up in the Hamptons for a weekend escapade. In Loro Piana’s cinematic universe, the squad is pulling up to what looks like the opening scene of The Gentlemen—an 18th century Scottish castle surrounded by the country’s signature rolling hills. After trotting the globe making deals and patching up the modern ails and ills of the world, Loro Piana’s camera-ready cast of characters returned to their home in the verdant countryside to sit before the lens of the iconic Italian-American photographer Mario Sorrenti for some family portraits.
The Loro Piana Fall-Winter 2024/2025 campaign, photographed by Mario Sorrenti.
Boasting a chest of drawers replete with the brand’s signature woolen garments, crisp herringbone suits, light camel leather boots, and mossy brown bags, Loro Piana is marking its centennial with a return to their roots: a sense of quiet but unmistakable elegance. Models Bibi Breslin, Anok Yai, Angelina Kendall, Leon Dame, and Woosang Kim stare down the barrel of the camera in disinvoltura, because, despite the fields behind them, that’s just the backdrop, and all eyes are on you. “As the camera follows the group of friends and family across the fields and boundless countryside,” says the maison, “genuine moments of complicity, warmth and beauty are captured in images that echo classic portraiture while exuding a spontaneous, natural energy.” That vibe is echoed in the collection, too, which homes in on mossy hues and rich textures that honor the brand’s founder, Pietro Loro Piana, who started Loro Piana in 1924 to sell textiles sourced globally, from Mongolia to Myanmar. 100 years later, that spirit of worldly refinement remains as vital as ever.
