During a period of social distancing that has highlighted our need for connection both with each other and nature, Loro Piana’s Fall/Winter campaign for 2020-2021 celebrates simple pleasures and moments of joy outside. In a campaign shot by acclaimed British documentary photographer Jamie Hawkesworth in fields and orchards at golden hour, the Italian luxury brand opts for a youthful approach to their latest collection.
In the on and off-line campaign “Somewhere in Loro Piana,” he evokes pleasant, positive feelings in his orange-hued photographs. The dream-like editorial is filled with warmth and analog softness that beautifully compliment the Italian luxury brand's luxurious wool and cashmere textiles.
Fabio d’Angelantonio, the CEO of Loro Piana, says, “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 collection is modelled by a group of young men and women: Matilde Giannetti, Ludovica di Gresy, Maal Abdul and Alain-Fabien Delon, who convey a sense of spontaneity that the brand hopes will attract a younger audience. The images are narrative, raw and emotional—visually enthralling in their muted burnt orange palette. The analog shots complement the beautiful looks by Loro Piana, which are bold, modern and simple—the focus being on the quality of the natural fibres.