I remember my first brush with Loro Piana. It was about a decade ago and I had just taken my first tentative steps into a tailor’s atelier to make a suit. The genteel shopkeeper motioned for me to take a seat on his couch before presenting me with a selection of fabrics that I could choose from, one of which would be used to craft my suit. My fingers ran over each square piece, guiding my suiting decision through tactile emotion rather than visual stimuli. I felt one fabric after the other when my fingers came across a luxurious, almost otherworldly soft material. I opened my eyes. Emblazoned across the fabric were the words Loro Piana.
The Italian maison originally started out as a premium wool and cashmere supplier. Its foray into ready-to-wear was more happenstance rather than business strategy. Mrs Loro Piana, a tall, elegant woman with a sharp sartorial taste, had nothing to wear. With that, the family decided to use its longstanding expertise in fabrics to create menswear and womenswear for the cosmopolitan set.
It is this ethos of understated luxury that continues to guide Loro Piana’s sartorial direction. The brand has never been one to follow finicky fashion trends, choosing to create timeless fashion that subtly whisper instead of aimlessly shout. The result is an easy, flowing collection that’s made to last.
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For spring/summer 2020, as always, the emphasis is once again on Loro Piana’s luxury fabrics. An array of cashmere, linen, cotton and lightweight technical material take centre stage, recommending that the modern man lives simply and elegantly. The man who wears Loro Piana is at ease with himself, confident in his ability, and nonchalant about the ephemeral troubles of the world. He understands that clothing is an extension of his character, and doesn’t necessarily represent his entire personality.
Soft silhouettes dominate Loro Piana’s spring/summer 2020 collection for women. Instead of being constricted, Loro Piana wants women to move freely and live leisurely with splashes of colour. In a world dominated by brimstone, fire and a constantly negative news cycle, the harmony and gentleness in the Loro Piana womenswear collection is a welcome refrain.