LORO PIANA AT 100
Live Beautifully
The Luxury Brand That Whispers
In the world of high fashion, where brands often shout for attention, Loro Piana has perfected the art of the whisper. As the Italian luxury house marks its 100th anniversary, it is a testament to the power of understated elegance. “Quiet luxury” may be the modern buzzword, but for Loro Piana, it has been a guiding principle for a century.
Loro Piana’s story begins in the early 19th century in Trivero, Italy, where the family entered the wool trade—an industry that would become their legacy. But it was in 1924, when Pietro Loro Piana established Ing. Loro Piana & C., that the brand’s unwavering dedication to quality truly took shape. Focused on creating the finest wool fabrics for Italy’s discerning clientele, the company laid the groundwork for what would become a global symbol of refinement.
The mid-20th century brought a new era of innovation under Franco Loro Piana, who introduced the revolutionary Tasmanian® wool. Sourced from superfine merino fibers in Tasmania, this fabric became the gold standard for luxury textiles—remarkably lightweight, soft, and breathable. This period also saw the company’s early commitments to sustainability, a philosophy now deeply woven into its DNA.
Unlike many of its contemporaries, Loro Piana’s allure lies not in flamboyance but in subtlety. The brand’s signature kummel red, a refined terracotta brown, appears as a quiet accent across everything from impeccably crafted cashmere pieces to bespoke yacht interiors. Its sophisticated aesthetic speaks to a clientele that values quality over conspicuous consumption.
Even mainstream culture has taken note. The hit HBO series Succession played a role in amplifying the brand’s presence among the elite, as Kendall Roy’s sleek, minimalist Loro Piana wardrobe became a symbol of modern power dressing.
To mark its centennial, Loro Piana is curating exclusive experiences worldwide. Among the highlights was an archival pop-up at South Coast Plaza’s Jewel Court. The exhibit offers a rare glimpse into the brand’s journey, from its humble beginnings in Trivero to its current status as a global icon of luxury. Additionally, the brand has launched its first-ever exhibition, “If You Know You Know: Loro Piana’s Quest For Excellence,” at Shanghai’s Museum of Art Pudong. Spanning 15 rooms, the exhibit delves into Loro Piana’s rich history, highlighting its enduring relationships with Chinese cashmere producers since the 1960s and showcasing its dedication to craftsmanship.
In London, Loro Piana transformed the iconic Harrods department store with the “Workshop of Wonders,” a celebration featuring a majestic 17-meter holiday tree wrapped in the brand’s iconic fabrics, pop-up stores, and animations that underscore its exquisite craftsmanship.
The dawn of Loro Piana’s next century comes with a fresh perspective under its new CEO, Frédéric Arnault, appointed by LVMH. At 30 years old, the son of Bernard Arnault brings youthful energy and a deep understanding of luxury, having previously led LVMH’s watch division. His leadership signals an exciting evolution for the brand—one that balances tradition with contemporary relevance.
As trends continue to shift and evolve, Loro Piana remains a steadfast symbol of excellence. Its commitment to quality, craftsmanship, and elegance has created a legacy that whispers sophistication to those who truly appreciate it.
Loro Piana’s centennial is more than just a milestone; it’s a reminder that true luxury isn’t always loud—it’s timeless.
