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When one thinks of Maison Loro Piana, only a few words perfectly expound the brand: craftsmanship, timelessness, and indubitable sophistication.
True to its codes, the Maison has yet again proved the ideals are seeped deep into its collections, most notably even more now with the Spring/Summer 2025 collection.
This time, however, Loro Piana divulges one particular facet that has forged the brand into what it is today. Think soft-to-touch, breathable, light and most of all, the brand’s signature, comfort.
With a focus on heritage, Loro Piana surely has set its sights on the heirloom fibre, linen, providing a much-needed homage to the Maison’s 100-year legacy with the quintessential summer fabric.
It’s a fact that Loro Piana has a monopoly on this natural fibre–nowhere else can you tangibly feel and experience quiet luxury. The SS25 campaign, captured through the eyes of Italian-American photographer Mario Sorrenti, brings this very essence of pure opulence with which the brand is synonymous with.
The collection features classic silhouettes, like the Spagna and Roadster, reinterpreted in a new dialogue with exclusive linen blended with cashmere, silk, and sopra visso. Showcasing the distinctive savoir-faire seen only in the Maison, the campaign unearths the collection in a visual cinematic piece that perfectly illustrates Loro Piana’s exquisite nonchalance.
Despite its refined pieces, the luxury house embraced a more carefree approach for the SS25 campaign. It even coined this newfound freedom ‘a subtle touch of irreverence,’ adding a sense of movement from its usual calm and cool, which seems to be the season’s reigning theme.
The campaign accents the brand’s designs with vibrant pops of colour and highlights the earthiness that helps tone and blend with the background: the infamous Casa das Canoas, designed by Oscar Niemeyer, a renowned architect known for his modernist approach.
Keeping the ambience of the pristine Casa dad Canoas and the fluid-like silhouette of the pieces (envisioned with elongated skirts and soft-volume liquidly drapes) in mind, the season’s finest fibre was donned on memorable faces and names that perfectly embody the refined confidence Loro Piana is all about.
Angelina Kendall, Anok Yai, Leon Dame, Selena Forrest, and Woosang Kim—a roster of familiar faces clad in the Maison’s latest pieces—are taking the front of this campaign under the sun-kissed Brazilian greenery.
Shop the collection below
