Brit photographer Luchford shoots latest Loro Piana campaign

By

Sandra Halliday

Published
Jul 21, 2023

Loro Piana has brought Glen Luchford on board to shoot its AW23 campaign with the creation of “an intimate series of images” that “capture in a unique way the essence of Loro Piana and the craft of living life artfully”. 

In the series of still and moving images featuring models Selena Forrest, Henry Kitcher, Awar Odhiang and Raquel Zimmerman, the “viewer is invited in. Everyday moments are elevated and enhanced with beauty while staying relatable. The photographs feel authentic and alive, with a continuous sense of effortless movement. A feeling of spontaneity encourages all to participate in this shared moment of joy and friendship”.

A sense of community is the point of the campaign, telling a story of friends creating memories together in alluring spaces. 

The campaign was photographed outside and inside a beautifully decorated house, “creating a feeling of belonging and familiarity. The characters move freely, dance, laugh, and enjoy precious moments together with effortless ease”.

We’re told that “a sentimental and joyful feel pervades, conveying an emotional story where moments feel sincere and spontaneous, as if peeking into somebody’s intimate diary”.

And Loro Piana stressed that it’s all “a captivating dialogue between the legacy and future of the Maison, while seizing the present moment”.

That’s important for the 170-year-old label that’s currently finding itself at the centre of the dominant trend, quiet luxury. It was this week named one of Lyst’s Breakout Brands for the latest quarter as search rose 35% and the brand was worn by key tastemakers Gigi Hadid and Gwyneth Paltrow.