“If you know, you know,” with the accompanying picture on a white background of a pair of men’s boots or moccasins in soft hues such as beige or camel, is perhaps one of the most famous Loro Piana advertising campaigns of recent years. It has now become synonymous with the ultimate luxury, especially since the inception of ‘quiet luxury’.
In 2024, the brand celebrates 100 years in its own way. Firstly, during the festive season at the beginning of November, Loro Piana will take over all of the windows at Harrods, the iconic English department store. Secondly, it will publish the book Masters of Fibers, a 196-page volume with illustrations, crafted by historian and journalist Nicholas Foulkes, recounting the incredible saga of a family of visionary entrepreneurs. This book chronicles the brand’s remarkable evolution from a wool-trading company in 1924 to a luxury powerhouse, showcasing six generations of craftsmanship and excellence.
Through interviews and archival insights, Foulkes highlights significant milestones, including Giovanni Loro Piana’s mid-19th-century beginnings and Pietro Loro Piana’s 1924 wool mill in Valsesia. Featuring 150 illustrations in a luxurious clamshell case covered in Tela Sergio fabric, this tome will be available from November 21.
But what makes Loro Piana so special? Well, many things. First of all, the quality of the fabrics. From Baby Cashmere to Cashmere, The Gift Of Kings®, the Pecora Nera, the Vicuña, and the Sopra Visso wool – these are the ultimate goal materials for anyone who appreciates simply the best.
It’s important to remember that, in addition to its fashion line, Loro Piana is fundamentally a fabric maker. Everything at the brand revolves around the fabric, and the rest follows from there. However, the Piedmont-based Italian brand has certainly not disappointed in terms of style. They have exceeded the original vision of Pietro Loro Piana.
Their fine jewellery line, launched for the Fall-Winter 2024-2025 season, has already sold out in many parts of the world, a testament to its exquisite craftsmanship and design. Additionally, they are set to debut an exquisite sunglasses collection for the upcoming Spring-Summer 2025 season, along with highly valued and appreciated collections for both men and women. Clients have responded enthusiastically, further solidifying Loro Piana’s status as a leader in luxury fashion.
It all began in the early 19th century in Trivero, where the Loro Piana family established itself as wool fabric merchants. This foundational step set the stage for the luxury brand we know today. In 1924, under the visionary guidance of Pietro Loro Piana, the family moved to Valsesia, officially founding the company that would become a symbol of excellence.
After World War II, Pietro’s nephew, Franco Loro Piana, took the lead and successfully positioned the brand within the high-quality fashion woollen fabric and drapery sector. The company continued to thrive, but it was the entry of the sixth generation – brothers Pier Luigi and Sergio Loro Piana – in the 1970s that transformed the brand. They revitalised the family business with their vision while upholding the values instilled by their forebears.
At the core of Loro Piana’s reputation is its mastery of fine materials, particularly cashmere. Sourced from the under-fleece of the Hircus goat, cashmere is celebrated for its exceptional softness and warmth. Each goat yields a mere 200-250gm of under-fleece annually, which is carefully harvested in spring when the animals naturally shed their coats.
Loro Piana took this commitment to quality further by introducing Baby Cashmere, an exclusive fibre obtained from the under-fleece of kid goats. This luxurious material is harvested through a gentle combing process in the kids’ first year of life, showcasing the brand’s dedication to craftsmanship.
The Italian marque is also renowned for its vicuña, one of the world’s rarest, most valuable fibres. Found primarily in Peru, Bolivia, and Argentina, the eponymous animal nearly went extinct due to hunting. In 1994, the brand forged a pioneering agreement with the Peruvian government and Andean communities, ensuring sustainable practices that allow for the shearing of vicuñas while alive. This both protects the species and confirms the brand’s commitment to ethical sourcing.
As Loro Piana expanded, its vision evolved too. In the 1980s, the company entered the luxury goods sector, creating products designed for leisure that seamlessly combine elegance with practicality. Its acquisition by LVMH in 2013 further solidified its position as an icon of luxury, and enabled it to reach new heights while preserving the artisanal craftsmanship that defines its identity.
The brand’s commitment to excellence extends beyond textiles and apparel. Loro Piana has made a name for itself in the sport arena, sponsoring prestigious events like the Loro Piana Superyacht Regatta in Porto Cervo, and serving as the official supplier of uniforms for the European team at the Ryder Cup. This involvement in sport both illustrates the brand’s dedication to performance and also acts as a testing ground for the innovative curation of fabrics.
In every textile and garment, Loro Piana captures a legacy of Italian craftsmanship. The brand draws inspiration from nature and honours its heritage while continuously evolving to meet modern luxury demands. As it celebrates its rich history, Loro Piana remains committed to creating timeless pieces that resonate with discerning connoisseurs worldwide, because IYKYK.
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