Over the past decade policies to support the core characteristics of sustainable fashion have accelerated immensely. In response to the younger generation’s desire to connect with nature, luxury fashion brands have invested in integrated environmental production methods as well as poignant advertising campaigns. More to my point, there is a growing number of fashion brands funding educational programs on environmental practices that recognize promoting sustainability. In short, progress is moving forward on the policy frontlines. And interestingly enough, people across the nation are ready to set out and explore the great outdoors once again. And this time, their aim is to wear sustainable products while on their adventures to reconnect with mother earth.
This season, Loro Piana’s Autumn Winter 2022-23 advertising campaign sets the tone for exploration. Set in Bretagne, the creative vision conveys a harmonious relationship between man and nature. Models Edie Campbell and Leon Dame are captured in the windblown landscape of northern France seemingly bonding the luxury Italian brand’s fine craftsmanship with the elements of nature’s rough terrain. Truly, the images breathe fresh life into the collection.
In 2022, Millennials and Gen Zs worldwide claim that their buying decisions have been influenced by a fashion brand’s impact on the environment. This is a generation using their purchasing power to hold companies to a higher standard of promoting green practices. The fashion business is currently in a transition to a more sustainable way of conducting business, and rightly so. As America’s youngest generation begins to enter the workforce, consumer market, and voting booth, their demands for sustainability are being heard loud and clear with the help of technology. In fact, like no other generation before them, technology is native to Gen Z. They were born into a world of technology and social media – where the immediacy of information was accessible allowing Gen Z to broaden their consumer knowledge and state their environmental concerns.
On the other hand, too much screen time can lead to feelings of isolation and underdeveloped social skills. This is where nature steps into the equation. Sadly today, there is a natural disorder when it comes to nature. The evidence indicates that consumers are drawn to imagery that highlights the importance of the outdoors.
Crafted from the best that nature has to offer – wool, cashmere, alpaca, shearling – the collection brings forth a powerful sophistication without compromise. After all, the spirit of adventure is the modern key to new frontiers of style. For fall/ winter 2022, Loro Piana uses innovative fabrics engineered into sensorial and dynamic silhouettes, in a perfect balance of masculine and feminine, refinement and functionality, superlative quality, and absolute comfort.
In an effortless way, the collection captures those intimate moments that humans have with nature. In a sense, it is when we feel human and aligned with the spirit. Similarly, the clothes filter the message of the spirit through volumes and color. For example, sea moss green, ocean blue, and the white and beige of the majestic cliffs, all intermix with delicacy. But make no hesitation, Loro Piana’s message is loud and clear: The time is now to respect and return to nature.
Words: Joseph DeAcetis
Images: by Mario Sorrenti.