The Challenge

The client presented us with a complex proposition. Firstly, Loro Piana is a luxury retail brand. They also are a provider of the world’s finest cashmere and Tasmanian wool fabrics to high-end manufacturers, tailors, and couturiers. Fabric wholesale is a big part of Loro Piana’s business. The client challenged us to develop a single campaign targeting both their retail brand customers and luxury fabric buyers at the same time to maximize their marketing budget and raise brand awareness amongst luxury goods consumers across North America.

Services Provided:
Creative Direction
Campaign Ideation
Art Direction
Collateral Design

The Brand Image

We produced photoshoots with legendary photographer Giovanni Gastel at serval luxurious estates in Tuscany, Italy, with topiary gardens being the common theme of the imagery created for the new campaign’s marketing materials. The unique and aspirational settings created a sophisticated impression befitting of Loro Piana’s luxurious brand image. Excerpts from the retail catalog are featured below.

Blind embossing, spot varnishes, four-color black & white artwork, and silver metallic inks used in the collateral materials created a sophisticated, minimal, and elegant image for the brand.

The Fabric

Loro Piana is more than a label. It is the mark of one family’s devotion to the highest standard of craftsmanship and quality. Using knowledge and experience gained over six generations, Loro Piana creates high-performance garments and fabrics for the world’s most sophisticated clients. Every fabric is designed for customers with the same levels of tradition, beauty, and nature and excellence. The video below explains the Loro Piana Difference.

The Campaign

The Loro Piana Fabric “Label” is a stamp of luxury coveted by its customers. Loro Piana sells its fabric to high-end manufacturers, tailors, and couriers such as Brioni, Brooks bothers, and Maggie Norris – makers who sell suits for $10,000 and are permitted to sew Loro Piana’s scripted labels onto their garments. At the time of the campaign development, the company’s fabric business was a large part of its revenue worldwide. The Campaign needed to expand awareness amongst high-end luxury consumers across North America. The Campaign featured the coveted label with a secondary focus on the fabrics, along with the retail brand imagery front and center promoting the luxury brand to both its retail and wholesale target customers at the same time.

Discover the Luxurious Evolution of the Loro Piana Brand >

On 8 July 2013, LVMH (Moët Hennessy – Louis Vuitton ) purchased 80% of Loro Piana for €2 billion, the rest of shareholding remaining in Loro Piana family’s hands.

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Project Types

Loro Piana