Loro Piana

Loro Piana’s origins date back to the early 19th century, when the family operated a wool trading business in Trivero, Italy. In 1924 Pietro Loro Piana founded the company’s headquarters in Quarona in the Piedmont region, setting out to control every stage of production from fibre sourcing to final garment. The business expanded internationally after the Second World War, supplying fabric to top couture houses and later launching its own label of garments and accessories.

LVMH acquired an 80 % stake in 2013 but kept the family involved in management. The label works across ready-to-wear and accessories. Recurring signatures include cashmere. Creative direction is currently led by Design collective. The firm became known for procuring rare fibres such as fine merino wool, cashmere and vicuña directly from remote herding communities. By vertically integrating spinning, weaving and finishing, Loro Piana ensured exceptional consistency and quality. In the 1990s Sergio and Pier Luigi Loro Piana diversified the product range to include ready-to-wear collections, accessories and home textiles.

Loro Piana embodies the ideal of ‘quiet luxury’. Rather than relying on conspicuous branding, the brand focuses on the intrinsic value of its materials and craftsmanship. It believes that luxury should feel natural and comfortable, like a second skin. This ethos is evident in its meticulous selection of fibres: vicuña is harvested ethically under strict quotas; cashmere is sourced directly from Mongolian and Chinese herders who are paid fair prices; and merino wool is selected through proprietary programs. The company prioritises sustainability, promoting regenerative agriculture and animal welfare and investing in traceability from pasture to product.

Design at Loro Piana is characterised by subtle colours, clean lines and impeccable construction. The brand avoids seasonal trends, creating pieces intended to endure for decades. Craftsmanship combines centuries-old techniques with advanced technology, such as state-of-the-art spinning mills and innovative waterproof treatments. Narrative and cultural reference operate here as structuring devices rather than decorative afterthoughts.