Loro Piana Celebrates 100 Years With the shot in Scotland FW24-25 Campaign. Photography by Mario Sorrenti. Scotland is the land of the Cheviot, the typically Scottish woollen fabric, but it is also where Loro Piana first came to know about the virtues of the fiore di cardo, the thistle flower, which is part of Maison’s coat of arms since 1951. Alongside the hallmark fabrics, there are signature details too, woven throughout the collection such as a design of the thistle flower.
The powerful landscapes and hues of Scottish nature are the backdrop that perfectly contains a Collection imagined as a far-roaming and extraordinary journey across fibres, fabrics, and shapes that honour the unique know-how, the technical expertise, but also the very personal take on elegance that are founding values of Loro Piana, and have endured for 100 years.
British elegance and a sense of being perfectly put together come through with herringbone and checked patterns. The result is harmonic: a powerful merge of history and inspiration, with an authentic timber.
