Cover Loro Piana's Fall/Winter 2020 campaign (Photo: Courtesy of Loro Piana)

The Italian brand known for its fine cashmere and wool attracts audiences with a new campaign "Somewhere in Loro Piana" that celebrates Mother Nature

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.

Founded in the 1800s, first as a wool trader before becoming Loro Piana in 1924, the brand has always prided itself on sourcing the very finest, rarest raw materials. These include cashmere from northern China and Mongolia, extra-fine Merino wool from Australia and New Zealand, vicuña from the Andes, and lotus flower fiber from Myanmar. In the campaign, these fabrics are enveloped in light, enhancing their softness and fluidity against the idyllic rural landscape in Italy.

Hawkesworth has built a reputation for his lo-fi style that captures intimate moments in normal people’s daily lives. But the photographer had an unlikely start: taking pictures of reconstructed crime scenes while studying forensics where he learnt to take notice of obscure and unnoticed characters, which led him to photograph the people of Preston, which became a much-celebrated book Preston Bus Station in 2015.

He began travelling around the world as a documentary photographer moving from New York to Russia and the Congo, but eventually turned to fashion photography. When brands began asking for the Ipswich-raised photographer’s talent in turning ordinary situations into extraordinary ones. In Hawkesworth’s DNA is the ability to capture authenticity, emotion and fine details with both intensity and tenderness.

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