Loro Piana’s Latest Campaign With Hyun Bin Is Masculine Charisma Personified


While the last pairing of Loro Piana and Hyun Bin saw the Korean actor and brand ambassador embrace a love for the great outdoors, this new campaign sets the charismatic new father in a set of bold shapes coloured in contrasting hues, presenting the Italian brand’s Spring Summer 2023 menswear collection as season-free staples of the sophisticated.

Inspired by the freedom of travel between Northern to Southern Italy, this collection lenses comfort in a wide variety of high-quality materials harnessed from the rarest raw materials the world has to offer, bringing the ultimate luxury of comfort to the incoming seasons of transition into warmth. This includes everything from unique cashmere from baby goats in northern China and Mongolia, vicuña from the Andes, extra-fine Merino wool from Australia and New Zealand, to even lotus flower fibre from Myanmar — drawing on both time-honoured traditions and state-of-the-art technology to offer fans a peerless quality, Loro Piana’s latest dispatch is more confident in its timelessness than ever.

From thin sweaters to light yet structural suit sets in cream, taupe and mocha, the silhouettes of Loro Piana’s Spring Summer menswear collection are loosely fitted for occasions of every formality, finding a lightness in cashmere, technical fabric and even shearling with ease.

In these frames, Hyun Bin sports a classical elegance that comes accompanied by an attractive hint of scruff — hi beard reminiscent of his edgy look while shooting for action film Negotiation in 2018. Active-ready yet effortlessly put together, the actor’s translation of this wardrobe’s timeless quality centres on playing the game of contrast — the simplicity of the set’s uber-contemporary interpretation of the natural elements highlight the alluring complexity and mystery of Hyun Bin’s disposition, mirroring the quiet power of the Italian brand’s unrivalled helm of the title ‘world’s foremost cashmere producer’ and connoisseur of understated luxury.

This article first appeared on Men’s Folio.

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