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Piazza Sempione has turned to reportage photographer Steve McCurry for its fall ad campaign. Known for his documentary photography published by National Geographic, among others, the American McCurry shot French model Leah DeWavrin in a printing factory in northern Italy, focusing on the colorful textures of Piazza Sempione’s fall collection. “It was a true pleasure to work with Steve,” said Enrico Morra, chief executive officer of Piazza Sempione, praising McCurry’s “seamless transition” to fashion photography. “Thanks to his unique talent, he was able to reveal the real attributes and details of our product and of our collection.” This isn’t the first time the fashion company chose to work with nonconventional lensmen — in the past it has hired Sarah Moon, Philip-Lorca diCorcia, Nathaniel Goldberg and Stéphane Sednaoui. Piazza Sempione is controlled by L Capital, a private-equity fund sponsored by LVMH Moët Hennessy Louis Vuitton.