Loro Piana's CEO, Damien Bertrand, refuses to allow the brand to be associated with the “quiet luxury” trend. “If ‘quiet’ means calm, I don’t think it’s the right word for us,” he explains in an interview with the Business of Fashion.
The idea for the brand is to focus its strategy on innovation, while maintaining its values. The former general manager of Christian Dior Couture took up his position on November 15, 2021.