Quarona, Italy, site of the first Loro Piana mill, in 1924.
LORO PIANA IS ONE OF THE WORSTkept secrets in fashion. Riding high on the quiet-luxury trend, the brand, which this year celebrates 100 years in business, is reaching new audiences-and age groups-with its opulent-feeling but surprisingly subtle-looking clothing.
Here's another poorly kept secret: Quiet luxury is actually not a trend. It's a lifetime commitment. Kendall Roy may have amped up the fashion fan base for Loro Piana, but the brand has been making cool, calm, and impossibly expensive stuff for pretty much its entire existence.
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