When you see some of the looks here, I find it very interesting because it is very Loro Piana. Beyond man and woman, what is important to me is that for the first time I was able to show you and others this new vision. WWD: Will you describe the new Loro Piana silhouette?ĭ.B.: It means, perhaps something a bit more modern, more stylish. People who are completely passionate and I realized that I could take this amazing resource with me and from the beginning my vision was to say, “We can push them forward as much as we can and we can bring them all together in what I call the new silhouette.” Also, I spent time discovering the people, meeting the teams, going into the ateliers, the factories, the shops and I saw and met incredible people. It was important to discover the heritage, the history, the hundreds of years of history of Loro Piana, which is very interesting and fascinating. For me it’s the pinnacle of the Italian luxury, the quintessence of luxury. I arrived at Loro Piana 15 months ago, which is a long time but not that long, and I wanted to take my time to discover the brand.įirst of all, I’m so happy to have joined Loro Piana: it’s an exceptional maison. For me it was important to show for the first time men and women together, because I wanted to show the new silhouette of Loro Piana. Are you expanding the category?ĭamien Bertrand: Not necessarily expanding. WWD: Let’s talk about the concept of the new collection, because I see there is quite a strong menswear component. Here, Bertrand explains why the brand is “addictive in some way” and why there is no need for a star creative director, as Loro Piana rolls out a new silhouette, and image and communication strategy. Bertrand enthused about Loro Piana’s contribution to the protection of the endangered vicuña animal and the research into new fabrics such as CashFur, first employed for outerwear and now also for bags. For the first time, the brand showcased its men’s and women’s lines together. Inside Fashion Trust U.S.’s Inaugural AwardsĪ few days earlier, Loro Piana presented its fall collection during Milan Fashion Week, drawing inspiration from the homelands of its key fibers, referencing Peru to honor its vicuña, Mongolia for its renowned cashmere, and New Zealand and Australia for wool.
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