Client: Loro Piana – LVMH

Loro Piana #OnlyTheFinest

THE BRIEF

LVMH-owned brand Loro Piana invited us to create the launch campaign of their newest exclusive material, Gift of Kings — the finest wool in the world, measuring only 12 microns.

 

THE STRATEGY

Loro Piana is one of the world leaders in fashion sustainability, producing 45% of its annual electricity internally and reducing greenhouse gas emissions by 30%.

The brand’s care for nature and constant pursuit of excellence inspired us to create ‘Only The Finest’ — an integrated campaign that created a visual parallel between the quality of the fabric and the beauty of the environment it came from.

The campaign culminated with an installation dedicated to the sense at Art Basel, Hong Kong. Vogue, WWD or Wallpaper described it as the most remarkable initiative at the 2018 edition.