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Loro Piana: it's extra, and more


INTERVIEW - Its cashmere sweaters and vicuña jacket are a must for connoisseurs, but the Italian hyperluxury brand wants to go further: create a style and all the accessories that go with it... Interview with Damien Bertrand, its President.

Yesterday, on the account @maviedanslaqueuedelacaf (parodic diversions of video to tell the daily life and the failings of luxury brands), Léo Ferré sang

It's extra

, accompanied by the comment "

When you put on a Loro Piana cashmere"


And it is true that even in the very favored world of fashion, the products of the Italian label are considered the ultimate luxury, which is felt in contact with the skin of a The Gift of Kings wool choker or a men's bomber jacket in vicuña and silk.

For Damien Bertrand, the CEO appointed at the end of 2021 at the head of the house within the bosom of LVMH, it's extra, but it's not enough!

Today it is a question of making it a style, a way of life, but also a wardrobe, including accessories, without derogating from what makes Loro Piana unique in terms of exceptional raw materials and chic. without logo for initiates, and more if affinities.


- How do you explain that Loro Piana enjoys such an aura in such a competitive luxury sector?

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Source: lefigaro

All news articles on 2023-03-23

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