Once a discreet preference among the elite, Loro Piana now enjoys mainstream recognition. Thanks to the spotlight put on quiet luxury by shows such as HBO’s Succession, what was once an exclusive secret has become an aspirational status symbol, marking a significant milestone in the luxury Italian fashion house’s century‑long history of excellence. Yet, this rise to mainstream prominence has not compromised its core values. Loro Piana remains dedicated to exceptional fabrics and impeccable craftsmanship, cementing its reputation as a timeless symbol of understated luxury.
Beginning in the early 1800s as a wool trading business in Trivero, Italy, the house was founded in 1924 when Pietro Loro Piana established Ing Loro Piana & C, the foundation of the company today. After the Second World War, it gained renown as a purveyor of top‑quality wool and cashmere fabrics for the flourishing haute couture industry, both in Italy and around the world. The 1970s marked a turning point as Pietro’s grandsons Sergio and Pier Luigi expanded the company into luxury goods, establishing a global retail network.
Today, Loro Piana remains committed to sourcing the best fabrics available. These include precious cashmere from young goats in Mongolia and China; light and soft vicuña from the Andes; exceptionally fine Merino wool from Australia and New Zealand; and the breathable lotus flower fibre from Myanmar.
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