Effortless elegance

Italian-born brand Loro Piana is best known for its timeless techniques and luxury cashmere pieces. Founded in 1924 in Italy’s north district of Piedmont, which is known for its legacy of natural wool and fabrics, the brand prides itself on producing superlative materials and luxury fashion. Prior to the launch of their world-renowned label, the Loro Piana family were no strangers to the textiles industry. Growing up in a wool merchant household in the early 1800s, the Italian textile manufacturers managed to turn the local business into a global brand. Dubbed the ‘king of cashmere’ by the Italian press, it’s fair to say the brand is a pioneer of luxury fabrics. As the world’s largest transformer of baby cashmere into yarn, the brand has set the benchmark for premium textiles.

Loro Piana’s determined investments in sourcing raw materials allows it to gather the very finest and rarest there is to offer – from one-of-a-kind Inner- and Outer Mongolian cashmere to vicuña from the Andes – all while ensuring the craftsmanship is handled in Italy, upholding the legacy of the brand’s history.

Now in its sixth generation, the company’s ethos has always remained: “To produce natural, effortless clothing which allows the person to shine through”. And this season is no exception. From the classic silhouettes to the combination of premium wool and cashmere knits, each item conveys a sense of serenity. For FW19, the collection exhibits a harmony of luxury materials, neutral hues and strong shapes – an amalgamation that cannot be ignored.

While Loro Piana’s peerless quality captures your attention, it is the graceful ease and simplicity of the garments that seamlessly carries one collection to the next. This season’s loungewear range is all about the essence of calm and casual dressing.

The double-faced cashmere cape is the epitome of chic yet relaxed modern style. Cascading down with ease on the shoulders, the cape allows total freedom of movement, while the straight-leg pants highlight the idea of poise and posture. Elsewhere in the collection, the tailored reversible coat can be worn in multiple ways, giving the option of a loose opening, or if preferred, an enhanced waistline. Additionally, the contrasting shades of the soft gray and warm beige affixes a timeless, multi-sensorial tone.

As the harmonious color palette continues to unfold throughout the loungewear collection, a sense of tranquillity flows through each garment. The soft cashmere and delicate finish of the clothing ensures that you will feel at ease wearing these items no matter the activity. Perfect for accomplishing those everyday tasks and outings, Loro Piana perfectly demonstrates how to dress sophistically yet casually while enjoying the everyday comforts of loungewear. So, no matter which pieces you choose, you’re guaranteed to feel effortlessly elegant.