Loro Piana’s Summer/Resort 2024 campaign transports us to an idyllic island paradise, where white-sand beaches and straw-roofed bungalows nestled in hibiscus gardens beckon. The collection effortlessly blends classic and contemporary influences, infusing Loro Piana’s timeless elegance with a mid-century surfer vibe and a touch of bohemian flair.
Inspired by the Tahitian concept of “la vie heureuse” – the happy life – the resort wardrobe features simple, clean lines and a relaxed fit, enhanced by unique details. The color palette ranges from deep blues to shades of kummel, juxtaposed with colorful stripes and all-over Tree of Life or Hibiscus Flower prints, capturing the essence of a carefree summer escape.
Masters in the transformation of the most precious natural fibers, Loro Piana showcases its expertise in the creation of bright, impalpable and cool silks, linens and cottons. Crafted in the House’s exclusive and iconic Solaire and Antigua finishes, the linen garments strike a balance between impeccable style and relaxed comfort. Flowing, refined silhouettes in linen embody the freedom of summer, with standout pieces such as linen or silk floral print jumpsuits for her and the Antigua linen Spagna jacket for him.
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The collection embraces versatile shapes and loose volumes, with Bermudas, caftans and overshirts in textured weaves for men, and wide-leg trousers, wrap skirts and kimono-sleeved cropped tees for women. Vests and shorts embroidered with aloe fiber and cashmere thread add a touch of artisanal luxury.
Accessories play a key role in evoking a retro spirit of summer nostalgia with cherrywood wicker baskets, straw hats and leather sandals, including the Naha slipper with three embossed straps. The Mulberry silk Arakawa cap and the Floaty macramé moccasin showcase Loro Piana’s artful approach to knitwear.
Sure to be one of the season’s most coveted pieces, the Cedar bucket bag perfectly encapsulates the house’s savoir faire. Crafted from rounded calf leather and hand-woven natural rattan, with an adjustable double leather handle and the iconic cedar ball-inspired frog clasp, it is a testament to Loro Piana‘s attention to detail and craftsmanship.
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