Loro Piana at The I.C.E. St. Moritz, photographed under challenging winter conditions.
PM Studios received the mandate from the client and entrusted Race Service to execute the on-site production, with an oversaw of the photographic planning and direction, making fast decisions on timing, light, and composition.
The event was eventually canceled due to snowfall, but we were able to capture the shoot during a brief window of opportunity.
Early morning cold, rapidly changing conditions, and a tight schedule made this one of the most challenging productions. On top of that, the images had to be delivered live, adding another layer of complexity that required speed, precision, and constant adaptation.
One of the images from this shoot was selected for the Assouline-Loro Piana book "Master of Fibers".
Client: Loro Piana
Photographer + post production: Pietro Martelletti // PM STUDIOS
Production: Race Service for PM STUDIOS
St.Moritz, Switzerland / 2024