This Brand Is One of the Most Exclusive in the World, Whispers Wealth and Will Always Be Chic

The name on everybody's lips at the moment is one that was only previously whispered—Loro Piana. At Who What Wear UK, we make it our mission to be well-informed when it comes to emerging and established designers, and Loro Piana is one such label generating a lot of buzz.

Whilst we've shifted past the austere "stealth wealth" aesthetic, minimalism continues to dominate the fashion space, and the emphasis on refined style has pushed brands like Loro Piana to the forefront of our minds.

In Loro Piana's century of existence, the brand has developed from its textile origins to arrive at the centre of this era's key aesthetic and is adored by celebrities like Sofia Richie Grainge and Gigi Hadid. Yes, despite being 100 years old, the brand boasts a quality that makes it feel timeless and relevant rather than dated and passé. But what is Loro Piana? And how did this unassuming Italian family business become a brand that rivals quiet-luxury titans like Hermès, Toteme, Massimo Dutti and The Row?

Ahead, we unpick the lifestyle from the brand and dive into Loro Piana's history, legacy and the key pieces to invest in.

What Is Loro Piana?

Loro Piana is an Italian ready-to-wear and accessories brand specialising in small leather goods, sumptuous knitwear and discrete stylings that boast no logos, recurring motifs or loud declarations. It's this absence of flashiness that makes its piece all the more covetable by those in the know.

In 1920, Loro Piana began in the hills of Trivero initially as a textile mill and fabric merchant. Following World War II, the brand established itself as a supplier of premium wool, cashmere and vicuña—(a rare type of wool which is derived from a llama-like creature native to South America)—to the haute couture houses being instituted across Europe at the time.

In 1970, Loro Piana began producing its own clothing, and in 2013, French luxury conglomerate LVMH acquired an 80% stake in the business, which further bolstered its stature and credibility. According to a 2024 story published by the Financial Times, reports indicated that annual revenue for the brand falls around €1bn (approximately £838 million).

What Is Loro Piana Famous For?

Loro Piana is famous for its use of the most exclusive and fine raw materials, including merino wool from Australia and New Zealand, lotus flower fibre from Myanmar and unique cashmere from baby goats in northern China and Mongolia, according to the brand's website. Given the quality of its designs, Loro Piana has become a veteran designer brand for its apparel produced to the highest specifications. Some of its meticulous measures include the use of virgin materials, finely spun fibres and combing techniques, resulting in the softest knits.

Nowadays, Loro Piana's accessories have garnered the attention of the style set, too. Whilst the brand's clothing recently piqued our interest through the costuming on Succession—you'll find its garments perpetually featured on Jeremy Strong's Kendall Roy—a legion of A-listers are modelling its handbags and covetable loafers, too.

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What Celebrities Wear Loro Piana?

Loro Piana has garnered worldwide praise from tastemakers and celebrities including Angelina Jolie and Rosie Huntington-Whiteley, who are often spotted in its minimalist pieces. The brand’s creations are the antidote to trend-led clothes. Consequently, items like Loro Piana's suede loafers, pointed-toe Primula ballet flats and L19 clutch bag have become staples in the wardrobes of Jasmine Tookes, Zendaya and even Meghan Markle, who, like her late mother-in-law Princess Diana, is a fan of the brand.

Is Loro Piana an Old-Money Brand?

The old-money aesthetic refers to an aspirational fashion trend inspired by the lifestyles of the elite, including royalty and European and American aristocracy. Family dynasties like the Rothschilds, Gettys and Vanderbilts are the epitome of this style, and the brands they typically wear, like Loro Piana, have become the hallmarks of the look, making it one of the most "old-money" brands in operation. Others include Brunello Cucinelli, Rohé and Brooks Brothers.

Is Loro Piana Quiet Luxury?

Not only is Loro Piana synonymous with the old-money aesthetic, but it's also a prominent inclusion within the quiet-luxury movement. With a reputation as "Uniqlo for billionaires", the brand is the definition of style so silent that only a mere stitch or fabric detail signals its maker. This is best epitomised by Gwyneth Paltrow's courtroom wardrobe, which heavily featured sweaters and knits from Loro Piana.

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Why Is Loro Piana So Expensive?

Although the price point suggests opulence, its designs are understated and timeless, which is reflected in the premium fabrics. Loro Piana hones in on classics in neutral colourways, though the Mediterranean influence is evident through warm hues, macramé knits and casual suiting reminiscent of Italian style.

With the deliberate absence of a creative director, the brand instead focuses on craftspersonship, functionality and timeless pieces that are made to last a lifetime and remain relevant. Its collection also includes decorative and functional homewares like wooden backgammon sets, frisbees and blankets, as the brand aims to transcend the essence of luxury throughout the homes of its customers.

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Is Loro Piana Good Quality?

Loro Piana uses superior fabrics and employs expert craftspersons for each creation, which ensures the highest quality. The fabrics are soft as butter and made to endure.

Shop Loro Piana's Best-Selling Pieces:

Keep scrolling to discover some of Loro Piana’s best-selling investment pieces—from cashmere knitwear to streamlined silken silhouettes.