22 Feb 2022 By May Ng

Loro Piana Spring Summer 2022 ADV Campaign

Loro Piana speaks of uncontrived mindset perceptions that are naturally triggered by multi-sensory experiences. In an act of transduction, touch can be seen, color can be felt, texture can be heard. The wonders of craftsmanship make this possible.

The new Spring Summer 2022 Advertising Campaign, shot by Mario Sorrenti between the fortress, the countryside and the rocky beaches of Almeira, Spain, and featuring models Rianne Van Rompaey, Anok Yai and Leon Dame, transforms this mentality into an emotional image that tickles all the senses, revealing the handcrafted and tactile treasures of the Loro Piana world.

The campaign has a summery flavour, not just because of the sunny, open air settings and the sea as a backdrop. Summer, for Loro Piana, in fact means both a season and a state of mind: joy of spirit, lightness of dress, life on the move, a lighthearted flow that drives multiple experiences.

The images evolve over the course of a day, changing landscapes, colors, textures and lights. A connection with nature, guided by curiosity and empathy, is suggested by life in plein air, and the breezy feelings it entices. An intrinsic connection holds mind, body, clothing together. Different textures are combined into one under the natural light.

The campaign triggers a connection of senses that merge into an idea of harmony in the ease of summer. Loro Piana’s sense of effortless elegance finds a spontaneous, light-filled immediacy.