Loro Piana Unveil Spring/Summer 2025 Campaign in Brazilian Splendour
A collection suffused with natural nonchalance and a subtle touch of irreverence, captured against the architectural brilliance of Oscar Niemeyer’s Casa das Canoas in Rio de Janeiro, marking a new chapter in the Maison’s centenary celebrations.

Loro Piana unveils its Spring/Summer 2025 campaign with a vibrant ode to spontaneity and sophistication, captured in the sun-drenched landscapes of Rio de Janeiro. Photographed by renowned Mario Sorrenti, the campaign combines lush outdoor scenery with the striking architecture of Oscar Niemeyer, a pioneer of modernist design.


The visuals radiate an effortless elegance, bathed in soft, golden light that enhances the ease and refinement of the collection. The cast embodies the spirit of the season, exuding a relaxed yet polished demeanor. Their chemistry brings the imagery to life, showcasing a wardrobe that combine refined tailoring with relaxed, breathable fabrics, perfectly suited for modern summer wardrobes.
At the heart of the collection is linen, a fabric synonymous with summer and deeply rooted in Loro Piana’s century-long heritage. Reimagined through the brand’s unparalleled craftsmanship, the linen pieces are accented with heirloom fibers, offering a fresh take on lightness and luxury. A palette of earthy tones punctuated by vibrant pops of color reflects the natural beauty of Rio, echoing the interplay between man-made artistry and nature.






The campaign’s backdrop, Niemeyer’s iconic Casa das Canoas, serves as a fitting complement to the collection. Known for his innovative use of curved forms and organic shapes, Niemeyer’s architecture blends harmoniously with the surrounding vegetation. Sculptures by Alfredo Ceschiatti and Vera Torres further enrich the setting, adding an artistic dimension to the narrative.









