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Loro Piana launches a loungewear line and a material mixing denim and cashmere
For the past year, Loro Piana has been multiplying projects and investments. In the middle of a major reorganization, the Piedmontese cashmere specialist bought by LVMH in 2013, has featured in the news, from its first participation in Milan's Design Week last September to its recent participation in the Journées Particulières. While he just presented his new collection at Milan Fashion Week, he launched the voluptuous new Cocooning line and unveiled CashDenim, a new exclusive material made of denim and cashmere.
Featuring underwear and loungewear, which can also be worn outdoors, such as this cashmere hoodie, the collection has one common denominator: all pieces are ultra-soft, light and gently wrap the body. As with all Loro Piana products, they are made of high quality natural and precious fibers such as baby cashmere yarns, cashmere jersey or a cashmere-silk blend, available in a light palette of white, cream, beige and powder pink.
The Cocooning line offers tank tops, shorts, babydolls, ribbed pants, crop-tops, camisoles, cardigans, hoodies, turtlenecks, socks, booties, indoor furry boots and let's not forget the knitted wrap. Prices range from 220 euros for a pair of socks to 2,700 euros for a maxi cardigan-robe.
The launch is accompanied by a dedicated campaign by photographers Inez van Lamsweerde and Vinoodh Matadin, featuring models Imaan Hammam and Kirsty Hume, in a series of intimate portraits and everyday moments.
The collection is available in selected Loro Piana stores worldwide, on Loropiana.com and Mytheresa.com, the brand's exclusive e-commerce partner. It can also be found in eleven pop-up stores around the world for a few weeks, as well as in shopping malls or Loro Piana stores, in Milan, Dubai, New York, Tokyo, Osaka, Shanghai, Hong Kong and Busan in South Korea.
In Paris, it will be available until November 10 in the flagship store at 38 Avenue Montaigne.
Another new product from the high-end weaver is CashDenim, an innovative luxury fabric that Loro Piana developed with Japanese artisans from the Bingo region, located between Okayama and Hiroshima, who specialize in the manufacture of selvedge denim. This fabric, composed of 60% denim and 40% cashmere, is obtained by mixing the warp of indigo-dyed denim yarn and the weft of undyed cashmere fiber, all woven slowly on old looms that are hardly used in today's textile factories.
It takes half a day to make 50 meters of fabric. Only two pieces were offered in CashDenim in the women's collection of fall-winter 2022/23, a high-waisted jean and a jacket with patch pockets.
The company has been run for just over a year by Damien Bertrand, who previsously worked at Dior. Last May Bertrand recruited Marco Giacometti as sales director, a manager who has worked for Tod's, Fendi and Valentino. In the spring, the company moved into its impressive new headquarters in Milan, in an old building in Via della Moscova 33, where it also opened Loro Piana Interiors, a home boutique.
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