The nature of Loro Piana is harmonious, and with their newest Spring Summer 2024 Campaign photographed by Mario Sorrenti, the depiction of beauty and balance is set with Japanese landscapes. The balance of man and nature by cultures and of different generations highlights the natural shapes mixed with the modern lines.

The campaign enhances the natural light with the textural qualities of the collection, the clothing and accessories exuding warmth and peace reflecting the Japanese culture. The fluidity of the campaign is directly correlated to the Japanese qualities of peace and tranquility, depicting the cozy knits and oversized jackets as a way to portray the culture's effortlessness.

The architectural and rural juxtaposition is evoked by the Japanese affinity for flowing shapes and the simplicity of the overall collection. 

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