Loro Piana Celebrates 100 Years with Scottish-Inspired FW 2024-2025 Collection
Capturing the essence of the Italian Maison's century-long craftsmanship against the backdrop of Scotland's majestic landscapes.
Luxury fashion house Loro Piana has revealed its Fall/Winter 2024-2025 collection campaign, marking a significant milestone in the brand's history. Shot by renowned photographer Mario Sorrenti in the rugged landscapes of Scotland, the campaign pays homage to the Maison's Heritage on its centenary year.
The choice of Scotland as the backdrop is no coincidence. This land, known for its Cheviot wool, holds a special place in Loro Piana's tradition. It was here that the brand first discovered the fiore di cardo (thistle flower), which has been part of Maison's coat of arms since 1951. A connection that beautifully intertwines the campaign imagery with the brand's ethos and dedication.
Showcasing Loro Piana's excellences, the Fall/Winter 2024-2025 collection features luxurious materials such as Baby Cashmere, Vicuña, Cashmere, Sopra Visso, and Pecora Nera®. The collection also incorporates Cheviot wool and signature details like the thistle flower, alongside the brand's iconic pieces. These elements are captured in Sorrenti's soulful and timeless photographs, set against the dramatic Scottish landscape.
The campaign imagery portrays a sense of kinship and reunion, with models depicted as a group of friends and family returning to their ancestral home. Scenes alternate between the wild outdoors and the opulent interiors of an 18th-century Scottish castle, capturing moments of warmth and genuine human connection.
Loro Piana's unique take on elegance is evident in the collection's colour palette, which includes light camel, neutral tundra, mossy brown, tawny bark mélange, and deep burgundy. Hues that harmonise perfectly with the Scottish environment, while British-inspired elements such as herringbone and checked patterns add a touch of classic refinement.
As Loro Piana celebrates its centennial, the campaign serves as a powerful testament to the brand's enduring values: unparalleled know-how, technical expertise, and a distinctive approach to elegance that has stood the test of time.
