With the popularisation of Photoshop and other image enhancers, we all know that most ads are basically fake. They have been professionally retouched with the help of the most advanced software. Even in journalism, Photoshop interventions belong to daily reality. This means that especially in times of fake news, people will have less and less trust in what they read and see…

But the Louis Vuitton owned luxury brand Loro Piana subtly turns this into an advantage: in their recent campaign they elegantly combine the ad with full disclosure by mentioning “photographie retouchée”. Even though this mention is obligated in France, it adds more credibility to the brand. They clearly didn't go overboard Photoshopping this image, it still emits a pure and natural vibe. Just how we like it.

Loro Piana Ad Photographie Retouchee


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