"Loro Piana Chronicles”, a journey through a century of savoir-faire  

Dive into the new series Loro Piana Chronicles, a fascinating look at the rich legacy and heritage that have made Loro Piana synonymous with the quintessence of luxury today. 

The first chapter takes us to the heart of Quarona in the Piedmont, where Loro Piana continues to practice the meticulous art of “raising,” a technique historically employed in the factory where thistles were used to brush and raise precious fabrics. The thistle flower, fiori di cardo, plays an essential role in this process. 

In the past, cultivated and dried with care, thistles were used to brush damp fabrics. Attached to rotating metal drums, their curved tips lifted and combed the fibers. The time-honored process was a delicate dance between nature and expert craftsmanship, revealing the sublimely soft and lustrous finish imparted to exceptional fabrics. 

A symbol of this remarkable heritage and the strong links between nature and craftsmanship, the thistle flower – fiori di cardo in Italian – has been part of the House’s coat of arms since 1951. Loro Piana celebrates its signature flower in the Fall/Winter 2024-2025 collection, a tribute to a century of dedication to supreme quality.