In the realm of fashion, a hefty budget is not a safeguard against style faux pas. Wealth alone does not guarantee an impeccable wardrobe; however, investing in Loro Piana changes the game. This illustrious brand epitomizes understated elegance and is recognized as the go-to choice for discerning individuals designing their (walk-in) wardrobes. With no ostentatious logos or flashy embellishments, this storied Italian brand has become synonymous with the attire of the tastefully dressed elite across the globe. In a landscape saturated with blatant ostentation and obvious gimmicks, Loro Piana stands out for its subtlety, serving as a symbol of refined taste and exceptional quality.

The aesthetic? Unpretentious yet unmistakably luxurious, appealing to those who exude confidence and sophistication without the need for superficial accolades. Simon Longland, fashion buying director at Harrods, praises the brand’s “quiet confidence” and describes it as embodying “the true essence of investment dressing.” Kay Barron, the fashion director of Net-a-Porter, highlights how Loro Piana has retained its exclusivity, captivating modern luxury enthusiasts with its understated yet refined designs, perfect for fans of classic styles with a contemporary edge.

When engaging in a conversation about Loro Piana, the phrase “quiet luxury” inevitably arises. Damien Bertrand, the approachable and insightful French CEO of Loro Piana, is cautious of the term, viewing it as overly simplistic. “We are discreet but not silent,” he states. He emphasizes that trends, which are subject to change, may come and go, but Loro Piana intends to remain true to its identity.

Describing Loro Piana’s hallmark offerings—such as their exquisitely crafted knitted polos, sumptuous cashmere bombers, and classic white-soled loafers—might not initially seem remarkable. However, experiencing these pieces firsthand reveals their true value; discerning individuals appreciate the brand’s unique selling proposition. This year, Loro Piana held its inaugural exhibition at the Museum of Art Pudong in Shanghai, titled “If You Know, You Know: Loro Piana’s Quest for Excellence,” emphasizing the brand’s commitment to sensory experiences and tactile quality. In an increasingly digital age, Loro Piana proudly champions its analogue roots.

Despite challenging conditions in the luxury market, Loro Piana has shown resilience. While LVMH, the brand’s parent company, does not disclose individual brand sales, it recently recognized Loro Piana for its “remarkable performance” in its annual report. Analysts estimate the brand’s sales figures range from €2 billion (£1.6 billion) to €3 billion for 2024, a substantial increase from approximately €700 million in 2013 when LVMH acquired an 80 percent stake for €2 billion.

What sets Loro Piana apart? Bertrand highlights “a meticulous approach to detail, an obsession with quality, respect for heritage, and a willingness to innovate,” defining the brand’s philosophy through the years. “We take pride in our clear identity while leveraging it for future growth,” he adds before the exhibition launch.

Undoubtedly, the Loro Piana aesthetic resonates strongly with affluent individuals. Esteemed figures across various industries, including tech moguls, media leaders, and art collectors, are among its clientele. David Beckham is a devoted customer, having donned a navy suit by Loro Piana at the premiere of his Netflix documentary and a luxurious coat while attending a high-profile soccer match. Celebrities such as Gwyneth Paltrow also favor the brand, evidenced by her appearances in their clothing during a widely publicized court case and hosting a dinner for the brand, attended by notable figures like Oprah Winfrey. The Duchess of Sussex has also shown her appreciation, mentioning Loro Piana in her Netflix series.

The brand gained further mainstream attention through its appearance in the series Succession, where actor Jeremy Strong, portraying Kendall Roy, frequently wore Loro Piana pieces. Currently, Strong serves as a brand ambassador, showcasing Loro Piana on both red carpets and in daily life. “I admire the pursuit of excellence that defines this brand,” he remarked at the exhibition’s private view, noting that he feels enveloped in quality and craftsmanship through their garments.

While Kendall’s $560 baseball cap garnered significant media attention during Succession’s run, Bertrand refutes the notion that Loro Piana only caters to wealthy individuals. While it certainly attracts affluent clients, many appreciate Loro Piana for its enduring quality. “It’s not merely about status; our customers value the experience and craftsmanship,” he asserts, making it clear that their focus is unwavering: “Quality, quality, quality.”

Indeed, Loro Piana’s offerings tend to be on the pricier side, but the brand’s excellence justifies the cost. In a marketplace flooded with average products priced above £3,000, the outstanding quality found in Loro Piana items honors its price points. A polo shirt crafted from the exclusive Gift of Kings wool, known for its lightweight, soft, and crease-resistant nature, starts above £2,000. Bertrand explains, “This wool is sourced from just six farms globally, ensuring unparalleled quality and rarity for discerning customers like ourselves.”

During the exhibition’s opening, Bertrand honored the 10th annual Cashmere of the Year award, recognizing a remarkable fineness of 12.8 microns—significantly thinner than the 100 microns thickness of standard copier paper or the typical human hair at 70 microns. The limited availability of this cashmere means only a select number of custom pieces will be created for elite customers.

Additionally, Loro Piana is renowned for its ultra-rare vicuña fibers sourced from the camel-like animal native to the Peruvian Andes. Allegations of unethical labor practices emerged last year, but Loro Piana robustly denied those claims, underscoring its commitment to supporting local communities in Peru for over 30 years through investments in healthcare, infrastructure, and education while helping to preserve the vicuña population. “Our dedication to these communities is a responsibility we cherish and intend to continue,” Bertrand affirms.

Since its establishment, the pursuit of the finest materials has been foundational to Loro Piana. Founded in 1924 by wool trader Pietro Loro Piana in Piedmont, Italy, the company shifted to fabric production and exportation under his nephew Franco. The 1970s marked its foray into ready-to-wear clothing, and in 2013, LVMH acquired the brand. Following an executive transition, Bertrand is set to leave for Louis Vuitton next month, with Frédéric Arnault, Bernard Arnault’s son, succeeding him at Loro Piana.

At just 29, Arnault is poised for a strategic future. In recent years, Loro Piana has attracted a younger, trendier demographic, fueled by exciting collaborations with brands like New Balance and renowned artist Hiroshi Fujiwara, alongside a growing interest in slow fashion. The brand’s integration of menswear and womenswear design studios reflects a savvy approach. The upcoming spring-summer 2025 collection features relaxed silhouettes, layered outfits, tonal ensembles, and a playful mix of accessories, appealing to a contemporary audience.

Innovation remains a key pillar for Loro Piana. The brand continuously explores new textiles, such as CashDenim—a premium fabric developed by Italian and Japanese artisans—used in its luxurious jeans. Bertrand concludes, “We enjoy the gift of time, and time is the ultimate luxury.”

Additionally, Loro Piana is broadening its product line to attract even more customers. According to Longland, “In recent years, we’ve noticed significant collection growth, all while remaining grounded in superior craftsmanship.” Notably, the brand’s shoe collection includes the admired pointy flats and stylish, understated bags, which resonate well with a discerning crowd. Items like the exquisitely crafted Extra Bag L27, characterized by its simplistic design, are clearly favored by those who prefer subtle elegance over flashy trends. The brand’s foray into eyewear, home goods, and the silk scarf collection, launched to celebrate its centenary, further highlights its commitment to quality and innovation.

“The balance between heritage and modernity is what makes Loro Piana truly exceptional in today’s fashion landscape,” Bertrand observes. When he joined the company, his goal was straightforward: “Let’s nurture Loro Piana’s uniqueness,” a mission that has been successfully achieved.

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