REPORTAGE – An atmosphere of opulence, serenity, and gravity… The manufacturer of costume materials, which started in northern Italy a century ago, is now known for dressing business magnates and members of the new jet set.
Special envoy to Roccapietra and Quarona
What would you wear if you were forced to board a private plane despite the controversy to travel to Gstaad for a holiday or to attend a conference on the potential of cryptocurrencies? You probably have never been in a situation in which you needed to ask yourself this question. But if you are one of those lucky few, I would wager that your response would be summed up in just two words: Loro Piana.
This house, which was established in 1924 in the mountains of northern Italy, in the town of Trivero, has become more than just a luxury brand; it has become an object of veneration and an insider’s secret that outfits powerful and wealthy people all over the world. The cashmere used in this product is known as “baby cashmere,” and it is produced in northern China and Mongolia. The vicuna used in this product comes from the Andes, at an altitude of more than 4,000 meters, and the lotus flower fiber used in this product is from Burma and is spun on the shores of Inle Lake. These extraordinary materials are then transformed in Italy, specifically in the plants of Roccapietra and Quarona, which are located in Piedmont.
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