The Loro Piana Fall 2024 ad campaign, lensed by Mario Sorrenti in Scotland, celebrates the Maison’s heritage collection on its centenary year.

The Fall collection features the Maison’s Excellences: Baby Cashmere, Vicuña, Cashmere but also Sopra Visso and Pecora Nera, Cheviot, and signatures details such as the thistle flower, alongside the instantly recognisable Icons of the House, all highlighted in the soulful and timeless photographs. The powerful landscapes and hues of Scottish nature are the backdrop that perfectly contains a Collection imagined as a far- roaming and extraordinary journey across fibres, fabrics, and shapes that honour the unique know-how, the technical expertise, but also the very personal take on elegance that are founding values of Loro Piana, and have endured for 100 years.

A sense of Loro Piana’s ethos of kinship prevails in the campaign, guided by strong family ties, and genuine human bonding based on shared mindsets, knowledge, and passions. This is amplified by the lines and rich textures of the clothing, by the suppleness of accessories, by their colours — light camel, the Loro Piana neutral tundra, mossy brown, tawny bark mélange, and deep burgundy — all blending in with the ambience.