A Very Practical Guide

The Project


Despite being perceived as a luxury brand, Loro Piana has a very practical heritage. Sergio Loro Piana created exceptional garments for lifestyle activities like sailing, equestrian or traveling through different climates.

We wanted to bring all of that back with a modern twist and we created ‘A Very Practical Guide to Summer’. A light hearted approach that also introduced lightweight breathable materials, contradicting the perception of a winter brand focused on wool.

Holiday Campaign

After the success of summer, we naturally created ‘A Very Practical Guide to Winter’, which focused on the art of gifting, as well as tips and rules for making the most of the cold season.

A campaign that celebrates Loro Piana’s practical heritage and lighthearted approach