Loro Piana celebrates the Spring Summer 2024 Collection and its affinity with Japan

Loro Piana celebrates the Spring Summer 2024 Collection and its affinity with Japan

A wardrobe of intense simplicity. Essential, sensual and versatile, but also contemporary and tailored, with a whispered elegance. For Spring Summer 2024, Loro Piana explores its affinities with Japan – a country with which it shares a deep bond of craftsmanship, understated taste and timeless style. The new Collection presents the typical silhouettes of the avant-garde fashion of the Rising Sun in a modern key of posture and volume, as well as soft, unstructured kimonos made from the highest quality fabrics, the result of recovering ancient manufacturing methods and innovative techniques.

To celebrate this union and create a unique link with Milan, Loro Piana is presenting a series of activations during Fashion Week. On 22 and 23 September, the kiosk in Via dei Giardini is transformed into a small Japanese bakery, decorated with traditional Japanese architectural elements. Here, the wagashi kasutera (カステラ) with honey and matcha, typical bakery sweets – similar to sponge cake – are offered to pass- ers-by in small boxes wrapped with the art of furoshiki, an ancient and sustainable method of wrapping gifts with any square piece of cloth – in this case, surplus Loro Piana fabrics – to be reused as scarves.

The shop-window space at Via Borgonuovo 1 and the flower kiosk between Via Manzoni and Via Mon- tenapoleone host coordinated installations that also recall Loro Piana and Japan’s love of nature.

The result is an immersive journey into the world of Loro Piana, through the ingredients and flavours of distant lands that inspired the Spring Summer 2024 Collection presented during Milan Fashion Week.

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