Sometimes juxtapositions make for the most interesting propositions. I experienced that first-hand one Wednesday in Hong Kong. After a comforting dim sum breakfast, I was shuttled off to Loro Piana’s fall/winter 2024 collection preview. As I made my way up to the second floor of the ultra-swanky Soho House, I thought about how fascinating it was for a heritage brand often associated with classicism to be presenting in a venue that epitomised modernity.
Across various spaces in the showroom, visitors were treated to an array of “stylistic enclaves’’—each inspired by different bygone eras and diverse subcultures. Here, the vintage glamour of Old Shanghai; there, an elevated take on denim workwear. These vignettes demonstrate that while its inspirations may run the gamut, the end result at Loro Piana is always one of understated sophistication.
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Beyond the racks of pieces that paid tribute to the Italian brand’s roots as a purveyor of cashmere and fine textiles, I was particularly captivated by the uniform harmony of it all. From the rustic sophistication of the Italian Maison’s signature cashmere sweaters to its ‘80s rocker-chic bomber jackets, the common thread was a sense of timelessness that didn’t need to be broadcasted. It was softly whispered—and all the more alluring for it.
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Across its 100-year history, Loro Piana has cemented itself as a bona fide heritage brand that has truly stood the test of time. Many luxury maisons were initially founded as close-knit family businesses, and Loro Piana is no exception. Its humble beginnings can be traced back to 1924, when Pietro Loro Piana founded his namesake brand. The patriarch utilised his knowledge as a wool merchant to produce high-quality textiles for the local market at first, and eventually for the designers and manufacturers across Europe. The Italian label has stuck to its ethos through the decades—updating itself to keep up with the times but always with a focus on savoir-faire rather than chasing trends.
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Each collection begins with the Maison’s luxurious raw materials. Its renowned baby cashmere is obtained from goat kids in the remote plains of Mongolia, while the source of its feather-light vicuña fibres is located in the Andes Mountain ranges. These exotic, fine wools are primarily spun into knitwear pieces in hues of soft butter, creamy camel, and dusty khaki. The exceptionally rare Pecora Nera wool also made a comeback for the fall/winter 2024 collection. Sporting a naturally dark colour and a lustrous yet elastic texture, the Pecora Nera wool fibres were crafted into sturdy Spagna jackets and trench coats. Beyond wardrobe staples like cashmere sweaters, linen shirts and silk trousers, more formal pieces were also spotlighted this time in the evening wear line. Perfect for intimate soirées, the sharply tailored tuxedos and band-collar jackets add a masculine touch to one’s ensemble while the midi-length skirts, fluid dresses and scarf-like details imbue a softer, more feminine quality. And for those looking for something more extravagant, there was a full-length sequin dress in silk georgette and a dressy blazer with embroidered lapels.
As for accessories, the Maison’s pillbox and soft-brimmed hats added a playful but polished touch to the outfits while the leather goods section saw the debut of a smaller-sized Loom bag in new materials like cashmere and velvety zibeline leather. Loro Piana’s most emblematic motif, the “fiori di cardo” or thistle flower was reinterpreted into whimsical prints and details throughout the entire collection.
In this celebration of a century-old legacy, Loro Piana proves that staying true to one’s self is the surest way to longevity. The fashion industry is filled with ephemeral trends and a glut of clashing narratives, making it easy to lose sight of who you are. But the brand has thrived because it has struck that perfect balance of adapting to modern changes without compromising its essence. For Loro Piana, quiet luxury isn’t just a marketing buzzword—it’s a philosophy and the driving force behind its thoughtful creations.