Besides 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.

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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.

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Concept + Creative Direction:

Raul Mandru & Mihai Botarel

Video Director: Mike Mellia

Art Direction: Andrea Erali

Agency: RXM Creative