Loro Piana’s Quest for Excellence Inside the Italian Brand That’s Redefining High-End Style

Loro Piana, the Italian luxury brand, has long been a benchmark for high-end style, but its recent resurgence is a testament to its unwavering commitment to quality and innovation. From its finest cashmere to its ultra-precious vicuña fibres, the brand’s dedication to excellence has earned it a loyal following among the fashion elite.

According to Simon Longland, director of fashion buying at Harrods, Loro Piana’s “quiet confidence” is the very essence of true investment dressing. Kay Barron, fashion director of Net-a-Porter, notes that the brand’s understated, refined designs make it a go-to choice for those who prefer classic pieces with a contemporary twist. The brand’s exclusivity has enabled it to engage with modern luxury consumers, who are drawn to its timeless aesthetic and exceptional craftsmanship.

One of the key factors behind Loro Piana’s success is its focus on sensoriality, as Bertrand, the brand’s creative director, explains. “It’s a defiantly analogue brand in a digital world,” he says. “We’re not just about selling clothes; we’re about creating an experience.” This approach has paid off, with the brand performing well in a tough climate for luxury. LVMH, the conglomerate that owns Loro Piana, has praised the brand’s “remarkable performance” in its annual earnings statement, with analysts estimating that sales were between €2 billion and €3 billion in 2024.

Loro Piana’s commitment to quality is evident in every aspect of its products, from the finest cashmere to the ultra-rare vicuña fibres. The brand’s obsession with process and results is reflected in its attention to detail and dedication to craftsmanship. As Jeremy Strong, the actor who plays Kendall Roy in the hit TV series Succession, notes, “I’m drawn to the quest for excellence. I visited the factory in Valsesia and I love the obsession with process as much as with results.”

The brand’s cashmere, in particular, is renowned for its exceptional quality. Loro Piana’s cashmere is sourced from the finest cashmere-producing countries, including Mongolia and China. The brand’s cashmere is then carefully processed and woven to create garments that are not only luxurious but also incredibly durable. A Loro Piana cashmere sweater can last for decades with proper care, making it a worthwhile investment for those who value quality and craftsmanship.

Despite its reputation for being expensive, Loro Piana’s prices are justified by the exceptional quality of its products. A polo shirt in the brand’s Gift of Kings wool, made from a “noble and rare” merino, will set you back north of £2,000. However, as Bertrand explains, “It’s for people who are a little bit obsessed — I am a bit obsessed myself — who understand that the 12 micron [diameter] wool is coming from six farms in the world. That’s it. We cannot source more than that.”

Loro Piana’s commitment to sustainability is also noteworthy. The brand has implemented various initiatives to reduce its environmental impact, including the use of renewable energy sources and the implementation of a recycling program for its packaging materials. The brand’s focus on sustainability is reflected in its products, which are designed to be timeless and durable, rather than trendy and disposable.

As the brand looks to the future, it’s clear that innovation will play a key role in its continued success. Loro Piana is constantly pursuing new fabrics, such as CashDenim, an exclusive fabric created by Italian and Japanese artisans. The brand is also expanding its product range, drawing in increasing numbers of customers in the process. As Longland notes, “Over the past two to three years we’ve seen the collection expand meaningfully, while staying rooted in impeccable craftsmanship.”

The brand’s menswear and womenswear design studios have been merged, allowing for a more cohesive and streamlined approach to product development. This has resulted in a more cohesive and stylish product range, with a focus on timeless and versatile pieces that can be mixed and matched to create a variety of outfits.

With its unique blend of heritage and futuristic vision, Loro Piana is a brand that’s truly one-of-a-kind. As Bertrand says, “This tension between heritage and novelty, heritage and futuristic vision I think makes Loro Piana unique today in the world of fashion.” With its commitment to quality, innovation, and excellence, Loro Piana is sure to remain a benchmark for high-end style for years to come.

In addition to its commitment to quality and innovation, Loro Piana has also been recognized for its commitment to social responsibility. The brand has implemented various initiatives to support local communities and promote fair labor practices. For example, the brand has partnered with local artisans and suppliers to create jobs and stimulate economic growth in the regions where it operates.

As the fashion industry continues to evolve, Loro Piana remains committed to its core values of quality, innovation, and excellence. The brand’s dedication to its customers and its commitment to making a positive impact on the world are just a few reasons why it has become a leader in the luxury fashion industry.