Loro Piana’s winter campaign at Dunton Hot Springs
Shot by Annemarieke Van Drimmelen at Dunton Hot Springs, the Maison's winter campaign captures movement and calm in the high mountains, where a single figure traces a path through untouched snow.
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A figure moves through deep snow beneath dark rock, leaving footprints that fracture the silence of the mountain. This is how Loro Piana chose to show its holiday collection this season: not in a studio, not in the city, but at Dunton Hot Springs, where the Colorado peaks rise white and severe around a solitary form wrapped in the Maison’s winter pieces. The campaign, shot by Annemarieke Van Drimmelen, reads like a meditation on solitude and motion, on the quiet drama of moving through wilderness.
A figure moves through deep snow beneath dark rock, leaving footprints that fracture the silence of the mountain. Loro Piana chose to show its holiday collection this season at Dunton Hot Springs, in the San Juan Mountains south of Telluride, Colorado, where the peaks rise white and severe. The campaign, shot by photographer Annemarieke Van Drimmelen, traces a solitary form wrapped in the Maison’s winter pieces across untouched terrain, rendered entirely in black and white.
What emerges from the photographs is the clarity of restraint. The monochrome treatment strips away distraction; the rock face looms textured and raw, the snow spreads in soft waves, and through it all moves a figure in dark outerwear and light trousers, the silhouette precise. Van Drimmelen’s composition places the human form small against the geological scale, which is the point Loro Piana seems to be making: these clothes are not declarations but tools. They let you move through a harsh landscape and remain composed.
The second image tracks footprints pressed into the snow in an ascending diagonal. The depth of field softens the background into white, and the prints themselves become almost abstract, a rhythm of small dark impressions suggesting effort and direction. It is the kind of detail that emerges when a photographer understands that a campaign can show what the product enables rather than displaying it on a model. Dunton Hot Springs sits where winter is total and uncompromising; the choice of setting signals the Maison’s confidence in its fabrications.
Loro Piana has spent decades building a reputation for technical textiles: Storm System fabrics that move moisture away from the skin, waterproofing that does not sacrifice breathability. The campaign shows a person moving freely in conditions where ordinary clothes would fail, not through specification sheets but through the simple fact of movement. The black down jacket and pale wool trousers are visible but never precious; they exist in service of the landscape and the action.
The monochrome treatment also connects the work to mountain photography tradition, where colour would distract from the essential drama of light, shadow and form. The campaign does not ask you to admire the clothes from a distance. It invites you to imagine yourself in them, moving through snow, breathing cold air, and discovering that the simplicity of the palette and the precision of the cut have allowed you to think about something other than your own comfort.
Imagery courtesy of Loro Piana (@loropiana).
