Loro Piana invited us to pull up to its SS25 press presentation and pop-up this Milan Fashion Week, to explore its luxury linen-inspired SS25 collection up close. Here’s everything that went down.
For its 100th anniversary, Loro Piana is celebrating with linen, which is why first on our agenda was a tour of the Maison’s press presentation in the Palazzo Belgioioso, an ode to the material. Here we explored Loro Piana’s linen in its purest form, seen in tapestries and canvas works by artist Adriana made from raw linen fibres that show how the material moves, transforms, and evolves.
Inside the space we also found a display of the finest linen yarn ever produced: the Nm 110 yarn. For context, one kilogram of the Nm 110 yarn is able to cover a distance of 110 kilometres, far further than the average.
Continuing through the space, we experienced the SS25 collection where linen is interpreted through Loro Piana’s distinct sense of elegance and high luxury. The story of the collection follows an organic flow, getting lighter and lighter as spring becomes summer.
Focusing on the breathability and fluidity of linen as a summer fabric, the collection explores how linen and linen blends using the Maison’s heirloom fibres (cashmere, silk, and Spora Visso wool) can form effortless silhouettes, with an emphasis on technical innovation and softness, in texture as well as construction, which are both at Loro Piana’s core.
Throughout the collection, Loro Piana’s heritage motifs are evident, seen in the iconic animal, botanical, knots, and knitting motifs that draw the eye from one look to the next. Each area of the space offered a new approach to fine craftsmanship, attention to detail, and Loro Piana’s holistic sense of luxury.
After we’d finished exploring Loro Piana’s press presentation at the Palazzo Belgioioso, we hit up the Maison’s pop-up in the heart of Milan’s high fashion shopping district. Located on via dei Giardini, 2, the brand has taken over a newsstand for Milan Fashion Week, from September 20th to 21st, and decked it out with linen flower arrangements.
If you head to the pop-up from 1pm to 6pm, you’ll be able to collect a free newsstand gift in the form of an exclusive “Nuvola di Lino” cake. The ultra-soft bespoke cake, which is decorated with linseeds following the theme of linen, uses a recipe that was specially created for the brand by Italian master baker and pastry chef, Nicola Olivieri, who’s own family baker has been around for 140 years.
This season, Loro Piana is basically giving you the chance to see, touch, smell, wear, and even eat linen through both its Spring/Summer 2025 collection and Milan Fashion Week pop-up, open from 1pm-6pm until this Sunday, September 21st.
Hit up Loro Piana's website to find out more about the Spring/Summer 2025 collection.
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