Loro Piana NEWS POP-UP STORE MILAN
During Milan Fashion Week, Loro Piana unveiled its Spring/Summer 2025 collection, centered around the comfortable, lightweight, and casual summer classic fabric, linen, marking a new chapter in celebrating the brand's century-old history and heritage. The brand presented an immersive installation at Palazzo Belgioioso to launch the new collection, with spaces decorated in natural earth tones, walls and floors covered with jute finishes, mixed with wood and printed panels, seamlessly blending with the atmosphere of the season.
Moreover, Loro Piana took over the newsstand on Via Dei Giardini on September 20th and 21st, decorated with linen bouquets, honey-colored wood, and the iconic Kummel color. The stand was open to the public and offered specially made "Nuvola di Lino" cakes for the event. These specially crafted soft cakes, wrapped in exquisite linen fabric, were baked by the renowned Italian master baker and pastry chef Nicola Olivieri, whose family has a 140-year history of bakeries in the Veneto region.
Throughout Milan Fashion Week, Loro Piana offered an immersive journey into the world of Loro Piana, exploring the brand's rich heritage, unique skills, craftsmanship, continuous innovation, and the extraordinary tactile experience and innate elegance.
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