13 March 2026 |
Softly, softly: Loro Piana has broken cover. For more than 100 years the Italian luxury lifestyle and textile house was in stealth mode, quietly making the finest cashmere, wool and vicuña items in the world, but in recent years, it has gone from the ultimate IYKYK brand to proudly sitting at the apex of the luxury triangle.
What got it there? Made-in-Italy excellence and classic styling play an important role, but Loro Piana begins and ends with a feeling – the softness of fabric on the body. Its enduring appeal lies in the powerful emotion elicited by that touch. The clothes become a self-soothing strategy. They offer sensual serotonin for uncertain times.
from left: Mila wears LORO PIANA and Giuseppe wears LORO PIANA
The brand doesn’t exist in a bubble. With each new collection, Loro Piana injects a contemporary feel to its timeless aesthetic, expanding that safe space with fluid silhouettes, sculptural accessories and a mastery of subtle colour that brings modern nuance to a time-honed wardrobe. Grounded in sandy and earthy tones, of cream and tan with pops of red, yellow, marigold and turquoise, its SS26 looks are crafted to be loved and kept. Loro Piana has always taken the long view. For most of its history, the brand was family-owned. The Loro Piana family began as wool merchants in Italy’s Piedmont region at the beginning of the 19th century, where they opened two spinning mills. In 1924, Pietro Loro Piana, an engineer, founded the company Loro Piana & C., putting the focus on quality and exporting his luxury fabrics to Europe, America and Japan. When his grandsons, Sergio and Pier Luigi, took over the business in the 1970s, they expanded into lifestyle.
from left: Mila wears LORO PIANA and Giuseppe wears LORO PIANA
By the 1980s they had launched ready-to-wear, followed by luxury goods, then interiors. The brand never staged catwalk shows, hired supermodels or produced splashy marketing campaigns. Instead, it quietly became the go-to brand for in-the-know elegance. The products spoke for themselves, and they were the best that money could buy.
In 2013, LVMH took an 80 per cent stake, promising Pier Luigi, who still sits on the board, that the company’s commitment to quality would never be diluted. In January 2026, LVMH increased its ownership to 94 per cent (the ultimate vote of confidence). The LVMH years have seen the brand slowly introduce a more contemporary approach to the fashion collections and launch hit handbags like the Loom (introduced in 2024, its distinctive metal bar hardware inspired by the brand’s Piedmont looms) and the four-cornered unisex Bale tote (debuted in 2023 and based on the shape of a bale of cashmere). For SS26, the supple rounded lines of the women’s Extra Softy Bag and the Extra Softy Case take their cue from cosmetic travel cases while the new minimalist Just Bag elevates the idea of an everyday paper bag to an object of refined simplicity. They’ve helped propel Loro Piana’s leather goods arm into its fastest-growing category.
Mila wears LORO PIANA
Giuseppe wears LORO PIANA
That singing spreadsheet will be music to the ears of CEO Frédéric Arnault (the son of Bernard Arnault, who owns LVMH), who joined the brand from LVMH’s watch division in June 2025. Aged just 30, he is bringing a fresh perspective to the historic house. Classics are revered, but why not inject a little contemporary energy?
For its SS26 women’s collection, the Maremma calfskin suede jacket is offered in a bomber iteration, the Spagna jacket (first introduced in 1989 and based on a Spanish officer’s uniform) comes in elegant Mustique linen and the four-pocketed Traveller goes from rugged to refined, when made in organdy.
Giuseppe wears LORO PIANA
If the Loro Piana take on femininity centres on noble fabrics (cashmere, silk, merino wool) crafted into fluid lines and gracious volumes, then for men, the brand offers an expression of soft power, based on slouchy silhouettes worn with an easy nonchalance. Alongside the classic Spagna, Traveller and Maremma jackets are workwear-inspired trousers in cotton, linen and silk, layered with Sergio knits, (named after the style beloved by the founder’s grandson). Add an enveloping trench coat and an oversize Bale bag and you have a wardrobe built for movement, in-tune with the body wearing it. What a feeling.
Taken from 10 Magazine USA Issue 6 – CREATIVITY, CHANGE, FREEDOM – out March 18th! Order your copy here.
LORO PIANA: FEELGOOD FACTOR
Photographer STEFANO GALUZZI
Fashion Editor TANYA JONES
Text CLAUDIA CROFT
Models MILA VAN DER HORST at The MiLK Collective and GIUSEPPE CIRILLO at Success Models
Hair GIUSEPPE SESTITO using PHYTO PARIS
Make-up LUCIANO CHIARELLO at Julian Watson Agency
Digital operator CHIARA BERETTA at Officinaotto
Photographer’s assistant FEDERICO LINDNER
Fashion assistant ENRICO CAPUTO
Hair assistant ROBERT LUPO
Make-up assistant DAYHANA PIEDRAHITA VARGAS
Casting SIMOBART CASTING
Production HOTEL PRODUCTION
Post-production OFFICINAOTTO
Mila wears LORO PIANA
Giuseppe wears LORO PIANA
Mila wears LORO PIANA
Mila wears LORO PIANA
Mila wears LORO PIANA
