Loro Piana News: 2026 Resort Campaign, New Royal Lightness® Fabric

LVMH brand Loro Piana [IG] taps New York/Amsterdan-based photographer Annemarieke Van Drimmelen [IG] for their Resort 2026 Campaign, shot in Palm Springs, California. Models Ida Heiner, Just Verhoeff and Selena Forrest are styled by Aleksandra Woroniecka, with creative direction by Thomas Persson. / Hair by Diego Da Silva; makeup by Fulvia Farolfi

Loro Piana Rises in LVMH Hierarchy

In January 2026, LVMH increased its stake in Loro Piana to 94%, in a transaction that telegraphed to the financial community the growing importance of the brand in the stable of the world’s top luxury brands. LVMH rarely telegraphs brand specifics, but WWD reports that when the deep-pockets French luxury giant first bought an 80 percent ownership stake in 2013, the Loro Piana enterprise was valued at 2.7 billion euros.

Upon completion of the January transaction, the finest textiles-based, Italian house was valued at 11 billion euros.

In 2025, another critical signal of Loro Piana’s importance to LVMH happened when Frédéric Arnault was named chief executive officer, moving on from his role as CEO of LVMH Watches. The brand was booking double-digit increases then and in a challenging first quarter 2026 for many, Loro Piana continued to be strong, estimated again at double-digits, with competitors Brunello Cucinelli weighing in with a 14% increase in first quarter 2926 and Hermès with 6.0% in the same period.

Loro Piana, believed to now be the third largest brand in LVMH, gained spectacular growth under CEO Damien Bertrand, who is now deputy CEO of Louis Vuitton. Bertrand had little interest or patience with the term ‘quiet luxury’, although AOC doubts that he shares the view of Dior creative director Jonathan Anderson that quiet luxury is as bad — if not worse — than carbon monoxide in his world of luxury brands.

Just chill, my friends. Jonathan Anderson has an opinion on about every topic except when he will get Dior rockin’ again. It could take years, the Sun King explains to little people not in full grasp of his extraordinary genius. Indeed, Anderson continues to speak of years to decide what he will do with Dior.

Loro Piana’s Royal Lightness® Fabric

In a moment where unique fabrics are key to VIC [Very Important Customer] demands in luxury market fashion, Loro Piana’s most recent innovation comprises both a yarn – a blend of silk and merino wool – and a fabric, which combines silk and cashmere, writes Wallpaper.

Both the new yarn and new fabric were developed in Loro Piana’s facilities in Italy’s northern Piedmont region, and “require specially trained craftspeople to work with the gossamer-like materials due to the risk of damage or broken threads (currently, there are just a handful with the artisanal know-how in the world).”

Fresh out of development, the ‘Royal Lightness’ fashion classics have solid representation online at Loro Piana. Introducing online clients to the new fabric in a Royal Lightness® black short-sleeve polo shirt, priced at $3,000 and a Royal Lightness® black, long-sleeved crewneck, priced at $2,900 Loro Piana writes:

Part of our excellences, Loro Piana Royal Lightness® embodies absolute lightness and subtle reflective properties – a touch of the exceptional. It unites two of the thinnest fibres on earth, each with their own timbre, to give life to a fabric of unprecedented delicacy and artisanal finesse.

For those of us who believe Anderson’s Dior situation could be far more serious than LVMH admits, AOC notes that a short sleeve, virgin wool black sweater is carrying a $3,700 price tag on the Dior website, compared to $3000 in Loro Piana’s new fabric.

The average price of a Prada cashmere and wool summer sweater is $2000-$2200 over five styles. At Chanel, a cotton and silk, black and white polo sweater is $3300.