SOMEWHERE IN LORO PIANA

SOMEWHERE IN LORO PIANA
THE NEW FALL WINTER 2020-2021 CAMPAIGN LAUNCHES ON AND OFF LINE TO REVEAL FRIENDS SHARING MOMENT OF TOGETHERNESS IN AN “OTHERWORLDLY” PLACE.

With Jamie Hawkesworth at the helm, the digital and print Fall Winter 2020- 2021 Campaign is captured on analog film, creating an almost painterly treatment of light and colour. The portraits of the English photographer reveal moments between friends in an “other” place “Somewhere in Loro Piana”.

A campaign that aims to speak of simple pleasures, moments of joy. Making ordinary situations extraordinary by evoking pleasant and positive feelings, experienced wearing Loro Piana. “Somewhere” is not an abstract place or necessarily physical, but rather a state of mind and emotion.

What makes Italian landscapes distinct disappears, leaving the liveness of its colours as the backdrops of our scenes. Fabrics is enveloped in light, enhancing their softness and fluidity. The models are young and new in the advertising scene, infusing the campaign with authentic emotion, and a natural “ease” to the garments ¨transforming them into life companions and playmates worn by a less traditional audience.

«”Somewhere in Loro Piana” is our way of telling with a joyful and gentle tone a story that contains our entire brand DNA – explains Fabio d’Angelantonio, CEO of Loro Piana – and to which, after a long time, we have chosen to give a title. Inside there is colour, light, spontaneity, naturalness and closeness to nature, all elements that characterize us. With the new campaign we have explored a new way for us to share them with the contemporary public».

The campaign comprises of photographic images and a series of videos intended for digital channels, which tell with the same light and spontaneous tone the days spent by the protagonists “Somewhere in Loro Piana”. The creative concept, signed by the New York agency General Idea, focuses on an unconventional interpretation of Loro Piana’s quality and excellence, introducing elements that flow into a more emotional sphere, giving completeness to the communication of the brand.

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