Captured against the backdrop of a sublime Scottish castle, the new Loro Piana Fall/Winter 2024-2025 Campaign celebrates the Maison’s 100-year legacy and its ties to Scotland, a country with a rich textile heritage but also the land of the thistle flower – a natural tool historically used to brush and raise precious fabrics.
Loro Piana’s history comes to life in a collection that exudes a sense of timeless sophistication, with classic shapes and exclusive, time-honoured fibres. From signature silhouettes and the Scottish Cheviot fabric to the emblematic fiore di cardo – part of the Maison’s coat of arms since 1951 – a picture of impeccable elegance emerges. The result is a powerful fusion of inspiration, heritage, and exquisite savoir-faire. What unfolds is the story of an incredible family – narrated through emotive images with a sophisticated disinvoltura and a timeless, whispered elegance.
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