Loro Piana: Like Home
An advertising campaign for one of luxury’s leading brands.
For Loro Piana, home is a feeling. A space of intimacy, ease, and quiet elegance. With the launch of their ‘Relaxwear’ collection of blankets and loungewear, the brand sought to explore this idea with depth and turned to TC & Friends to help bring that vision to life.
Like Home is the result: a campaign that views comfort through the prism of luxury. Conceived and art directed by TC & Friends, the narrative centres on the emotional resonance of home — not as perfection, but as presence. As part of the creative direction, we paired iconic talent with deeply personal spaces to create a campaign rooted in warmth and authenticity.
Client
Loro Piana
Services
Advertising
Creative Direction
Concept Design
Photography
Annemarieke van Drimmelen
François Halard
American supermodel Amber Valletta and Belgian architect Vincent Van Duysen — both of whom epitomise enduring influence and elegance — became the faces of the story. Shot inside Van Duysen’s Antwerp residence by photographer Annemarieke van Drimmelen, the campaign focuses on both Amber and Vincent’s conceptions of home and what makes a restful home to them.
To extend the visual language of the collection, TC & Friends also collaborated with legendary interiors photographer François Halard. His still-life images form a parallel portfolio: meditative compositions that explores Loro Piana’s blankets as sculptural objects — rich in texture and imbued with atmosphere.
The result is the creation of a world of warmth — carefully composed and deeply felt that invites audiences to rediscover the quiet power of home.
Relax-wear is the clothing we choose when we decide to satisfy our truest needs.
It is not a guilty pleasure and it is not a way to just be comfortable or not to have to think about how to dress.
Relax-wear responds to the sensory needs of our being, without taking into account fashion as a tool to define ourselves in society. It is clothing for the body and mind, it is lightness and softness, it is calm, it is freedom of movement, it is pampering.
The blanket is perhaps the sum of all these qualities in the simplest and most minimal form possible. The blanket is both clothing and space for the body, it is warmth and softness but it is also a gesture, a volume, a shape. The feeling of getting comfortable and covering up is as physical as it is mental, it is safety, it is dedicating time to ourselves.
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