Loro Piana Doubles Down on Craft
Loro Piana's Fall 2026 collection is leaning into themes of luxury travel and artisanal excellence. The move aligns with the broader shift across heritage brands to reposition around craftsmanship narratives rather than overt price positioning.
This focus on craft is a core pillar of the Loro Piana identity, which has been meticulously built over its 100-year history on the sourcing and development of the world's finest raw materials. The brand has established deep-rooted relationships with herders and local governments in Mongolia and China for cashmere, in New Zealand and Australia for merino wool, and with officials in Peru for vicuña. This hands-on approach ensures control over the entire production process, from fiber to finished garment. The Fall 2026 collection, presented as a sensory journey titled "Sogno Nomade" (Nomad Dream), uses a paisley motif to evoke themes of memory and travel. The presentation itself was an immersive experience, designed to feel like a journey on an antique railway carriage, with blurred landscapes passing by. This narrative-driven approach to showcasing the collection aligns with the broader industry shift towards storytelling and experiential luxury. Unlike many of its competitors, Loro Piana operates without a single creative director, instead relying on a talented team of designers within the Loro Piana Studio. CEO Damien Bertrand has stated that he does not currently see the need for a singular creative lead, emphasizing the strength of the brand's existing design ethos. This structure allows for a consistent focus on the product and its intrinsic quality. The brand's commitment to its source communities is also a key part of its narrative. In May 2025, Loro Piana launched "Resilient Threads," a five-year program to support the grassland ecosystems and nomadic communities in Mongolia. This initiative, part of LVMH's broader sustainability goals, focuses on the interconnectedness of human, animal, and environmental health, further solidifying the brand's messaging around responsible and sustainable craftsmanship. This strategy of emphasizing heritage, material excellence, and sustainable practices is a response to a growing consumer demand for authenticity and longevity in luxury goods. As younger consumers, in particular, question the value of logos and hype, brands like Loro Piana are finding that their long-standing commitment to quality and craftsmanship is a powerful differentiator.
