Concept — Fashion
Loro Piana
Sauf la laine
The concept
Sauf la laine
Everything in the frame is painted. The only thing not pretending is the wool.
Loro Piana does not sell garments. It sells fibre — vicuña, cashmere, the wool of one flock in one season. Every campaign in the category answers with a real mountain, a real model, a real journey. Authenticity is the most crowded position in luxury.
So the landscape was declared a set. A painted canvas, creased where it was folded, lit by one window. A chair that came with the room, a bare floor, no model anywhere. Each piece is left alone with the backdrop and asked to hold the frame on texture alone: the weave of the coat, the nap of the suede, the grain of the leather.
The honesty is the idea. A campaign that admits its own construction can be believed about the one thing it does not stage. Sauf la laine — everything here is made, except the wool.
The campaign — 01/05
Five frames. One canvas.
Film · 16:9
Eight seconds. A painted mountain, one window, and nothing in the room pretending to be elsewhere.
4:5
Cream leather on a chair that came with the room. The strap left exactly where it fell.
4:5
Hung in the middle of the frame, weightless, nothing holding it up. The weave is the only argument left.
16:9
Wider. The canvas creases where it was folded, the floor has not been swept. The set admits it is a set.
1:1
Suede on bare boards, shot at the height of the floor. The last frame, and the smallest.
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