Fashion is many things. Not only is it a form of self-expression; but oftentimes, it also signals one's social status. Just think about how stealth wealth, quiet luxury, and the old money aesthetic have become so popular in the past years. And while Tiktok and Instagram are filled with Gossip Girl-inspired outfits and tips on how to dress like you’re a character from HBO’s Succession, the one thing that sets the 1% apart is not exactly the style of their clothes but their impressive quality.
Case in point: It’s the very reason why actor Jeremy Strong meticulously curates the wardrobe of his character, Kendall Roy, the heir-apparent of Waystar Royco, with pieces from Loro Piana.
But what is Loro Piana anyway?
Ahead, we delve into the history of Loro Piana, its signature materials, and just what exactly makes the brand a staple in quiet luxury fashion.
A Brief History of Loro Piana
The story of Loro Piana begins in Trivero, Italy, where a family of merchants traded wool fabric in the early 19th century. In 1924, Pietro Loro Piana founded the company in Valsesia, laying the groundwork for what would become a symbol of luxury.
After World War II, Pietro's nephew, Franco, elevated the family's reputation in the world of high-quality fashion woolen fabrics. In the 1970s, brothers Pier Luigi and Sergio Loro Piana took over as CEOs, leading to the establishment of the luxury goods division in the 1980s. And in 2013, LVMH acquired the brand, ensuring its continuation as a purveyor of top-notch craftsmanship.
What Makes Loro Piana’s Products One of a Kind?
It isn’t their name or their logo but the passion and dedication they put into providing us with the highest quality of fabrics. They travel all over the world to source the best and rarest raw materials. From the Andes mountains where they gather the finest, feather-like fibers from vicuñas, to Australasia where the merino sheep, whose fleece produces the world’s highest quality wool, and even Mongolia where the highly prized cashmere is delicately harvested through a process called “combing” from Hircus goats.
And as if that wasn’t enough, they even helped reinstate Pecora Nera, also known as the black sheep, with the help of a New Zealand breeder. Fun fact: In the past, sheep were originally colored black, it wasn’t until farmers realized how much easier it was to dye white wool that the selective breeding process began, making white sheep the majority. Loro Piana, realizing the value of this dark-colored wool, spent 20 years meticulously choosing and selectively breeding animals to reinstate the black sheep. If that isn’t dedication I don’t know what is.
Of course, they not only champion the fabrics that they produce but the people who helped produce them. In acknowledgment of the dedicated efforts exerted by their breeders each year, Loro Piana bestows the prestigious 'Record Bale' and 'Cashmere of the Year' awards upon those who have crafted the finest wool and cashmere fibers. Since the inception of the Record Bale award in 1996, there has been a remarkable refinement of wool fibers, nearing an impressive 25% enhancement in quality. This continuous improvement signifies an ongoing commitment to elevating the standards of excellence over time.
Then, in 2009, Loro Piana introduced the innovative 'Loro Piana Method.' This method serves as a catalyst for fostering sustainable practices, aiming to preserve the delicate equilibrium between the well-being of the animals, the environment, and the local population. By doing so, it not only upholds the integrity of their ecological ethos but also safeguards the exceptional quality of the cashmere they consistently produce.
And while Loro Piana clothing might not look the flashiest, some might even consider it boring, the luxury that comes from this brand lies in the comfort and feel of it. It’s an experience. It may look like just another coat or a simple sweater, but it feels like being hugged by clouds.
Loro Piana's unique approach sets it apart in the luxury world, focusing on a tactile experience appreciated by those who wear it and understand its value while remaining unnoticed by outsiders. This concept of "stealth wealth" dressing, favored by the savvy elite and now mirrored by the Succession wardrobe team, emphasizes understated luxury that speaks volumes without the need for flashy labels.
SHOP: Wardrobe Staples from Loro Piana
Ready to dive into the world of Loro Piana? Shop some must-have pieces from the quiet luxury brand below.
Demore Jacket, $2375 (approx. P133,100), LORO PIANA, loropiana.com
Small Bale Bag in Whisper White, $3275 (approx. P183,500), LORO PIANA, loropiana.com
Suwa Sweater in Black, $1450 (approx. P81,200), LORO PIANA, loropiana.com
Rebecca Slingbacks in Black, $985 (approx. P55,200), LORO PIANA, loropiana.com
Spagna Jacket, $3425 (approx. P192,000), LORO PIANA, loropiana.com
Asian Celebrities Wearing Loro Piana
A slew of Asian stars have been enamored by Loro Piana's frills-free aesthetic and versatile wear. Ahead, check out how they style their pieces and take notes.
1. Gabbi Garcia
Perpetually and effortlessly stylish, Gabbi Garcia wore a pair of suede loafers from the Milanese label with a denim-on-denim Carl Jan Cruz 'fit. She capped off the all-neutral color scheme with a pair of specs and a gray Fendi bag.
2. Bea Alonzo
Twinning with Gabbi was fellow Kapuso actress Bea Alonzo, who traipsed through Spain in chic ensembles punctuated with Loro Piana's suede steppers.
3. Lee Min Ho
A friend of the house, K-drama leading man Lee Min Ho stepped out at an exhibit hosted by the Italian maison in Shanghai, China. To the soiree, he wore a leather jacket, straight-cut trousers, and a pair of loafers. Sometimes, less is really more!
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