Loro Piana's SS25 collection is an ode to the beauty of linen Presented in the exceptional setting of Palazzo Belgioioso in Milan

The September 2024 Milan Fashion Week will perhaps be remembered in the future as the edition of anniversaries, as many brands are celebrating the anniversary of their founding. But the most important celebration is that of Loro Piana, which this year celebrates its centenary and, in addition to presenting the new Collection, has also organized exhibitions, collaborated with artists, and made its presence felt in the city and among the public. In this SS25 Collection, Loro Piana has placed linen at the center of everything - the ultimate summer fiber, which has been reinterpreted in a contemporary way thanks to Loro Piana's craftsmanship, through classic garments with an unmistakably modern line. Combined with materials such as cashmere, silk, and Sopra Visso wool, linen has been worked to create fabrics with a unique texture, whose appeal is both tactile and visual. The presentation of the collection took place in the extraordinary setting of Palazzo Belgioioso, where the immersive installation began with the room "All About Linen", where visitors could explore the material through a combination of different textures and volumes. The rest of the collection was revealed in a succession of rooms decorated with the natural tones of the earth and a combination of jute wall-to-floor upholstery with wood elements and printed panels, perfectly in harmony with the season's atmosphere. Also on display in the various rooms were the artworks of artist Adriana Meunié, who explores linen in its most original and pure form and elevates it to an art form.

In conjunction with Milan Fashion Week, Loro Piana returned to propose one of its most successful city activations, the takeover of the newsstand on Via dei Giardini, adorned with floral compositions in flax and honey-colored wood. Open to the public, the newsstand offered visitors on September 20 and 21 the opportunity to taste the sweet "Nuvola di Lino", created by pastry chef Nicola Olivieri, and wrapped in linen fabric from the Maison. A format that has met with enormous favor among the public, not only bringing the entire Milanese community closer to the historic Italian brand but also establishing its place among the most prominent (and symbolic) names in the Italian and global luxury industry. A search for community and closeness to the city that brings Loro Piana's message of uncompromising beauty and excellence to one of Milan's most iconic streets.