Loro Piana Malibu Dinner for New 'Cocooning Collection' Was a Feast of Neutrals
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Loro Piana Malibu Dinner for New 'Cocooning Collection' Was a Feast of Neutrals AOC Fashion
Italian quiet luxury brand Loro Piana held a dinner party in Malibu on October 10th. The purpose was a cozy celebration for its third ‘Cocooning Collection’, appropriately held at a private beachside villa along the Pacific Coast Highway. The collection was showcased in its own room, as a range of leisurewear garments and accessories in natural fibers.
The evening was rich in Loro Piana’s preference for neutral colors. In concert with the natural beachside environment, neutrals permeated every visualization from the guests’ attire to the interior design and even table settings.
Sofia Richie Grainge and Jasmine Tookes were in attendance as headliner guests. Grainge, who is adored by millions including AOC, noted that she was quite certain the house was for sale. It is . . . for $30 million, another guest responded.
Damien Bertrand’s Haute Couture Approach to ‘Loro’
The fine-tuning evolution around the LVMH brand Loro Piana [called Loro by insiders] is led by chief executive Damien Bertrand, who took the veins of the deeply respected luxury house about two years ago.
Previously, Bertrand was the head of Dior’s haute couture division. He is joined at Loro Piana by Bernard Arnault’s oldest son Antoine who is chairman of Loro [and also CEO of Berlutti].
Speaking with The National in UAE, Bertrand’s approach is not slash and burn — like Kering blowing up Gucci. His is an expansion and even further elevation of Loro Piana that is a “discreet and polished evolution.”
The VIP salon is very important in Dubai, but as I’ve noted previously in a Gucci revamp discussion, LVMH is as quiet about these more ‘commercial’ details as they are loud about their artisanship.
The Primacy of Fine Fibers
Bertrand is devoted to the fundamental primacy of the importance of fibers in the Loro Piana story. The chief executive explains:
“We have the best fibres in the world, and this is the work of the Loro Piana family for six generations. These are fibres, and people tend to forget, that come from animals; like humans, if they are eating well, being treated well and sleeping well, the quality of the fibres is better. If you are looking at what we have done at Loro Piana, there is no one else that does it.”
All fashion wearable images are from the new Loro Piana Cocooning Collection. See the website for information specifics.
