Loro Piana's new collection is dedicated to the thistle flower Symbol of the Maison's history

Unveiling the new collection Fall Winter 2024 - 2025, Loro Piana brings the brand's heritage back into the spotlight. Starting from the thistle flower, an element that has been part of the Maison's iconic coat of arms since 1951 and traditionally used for cashmere processing, the collection delves into some of the main themes in Loro Piana's long history, from tailoring know-how to textile technology. The Fall Winter 2024 - 2025 Men's and Women's collections once again explore the Maison's excellences, including Cashmere and Vicuña, as well as two wools that are rediscovered and reintroduced: the New Zealand Black Sheep® and the Sopra Visso wool from the Sibillini Mountains in the Marche region. The pairings and details recall the wardrobe and tastes of Sergio and Pier Luigi Loro Piana; among them are thistle-shaped pins, reminiscent of how Sergio stored jackets: collar up, closed and pinned lapels to maintain the softness of the fold.

The new collection is presented during Milan Fashion Week through an immersive installation that celebrates Loro Piana's past, to convey values such as know-how, experience, and quality, characteristics that have played a central role in every project of the brand for 100 years. Additionally, on February 23 and 24, Milan's city center is the protagonist of a special activation: the newsstand on Via dei Giardini is transformed in the brand's colors to celebrate the new collection and the flowers that inspired it, following the success of the newsstand inaugurated last September. The brand invites visitors to explore the historic Loro Piana motif, the thistle flowers, characteristic of the Maison's iconic logo. Since 1951, the flower has contributed to making the Loro Piana coat of arms timeless, and in these days it will be given to visitors in the form of a bouquet, a dedication from the centenary Maison to its timeless style.