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Soft, Rare, Distinctive: The Fibres That Define Loro Piana

The brand’s 100 years of unparalleled mastery in rare materials have come to define what true luxury looks (and feels) like.

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Textile Specialist working with Gift of Kings Fibre. Courtesy of Loro Piana

In the high-stakes world of billionaires and boardrooms, there’s one name that’s long been synonymous with luxury, though you’d hardly know it on first glance. Loro Piana, the brand that epitomizes "quiet luxury," isn’t just a label; it’s a lifestyle, cherished by those who understand real elegance isn’t worn loud, it’s felt. No one can forget Jeremy Strong's meticulous attention to his Succession wardrobe, which featured the brand heavily, and the soft yet undeniable influence of stealth wealth in the acclaimed series. This is but one cultural marker proves the ways in which Loro Piana has emerged as a key ingredient in the impeccably curated lives of the ultra-elite. It's where luxury and comfort meet—undistracted by logos, but unmistakable in quality.

Loro Piana’s commitment to craftsmanship has been built over decades of careful attention to the finest fibres in the world. Celebrating its 100 year anniversary this year, the brand’s legacy is deeply embedded in the artistry of textiles: where every piece is the result of a dedication to preserving the most exceptional natural materials, sourced from the farthest corners of the globe. It’s this commitment to excellence that makes Loro Piana more than just luxury—it’s a philosophy.

This guide takes you through the fibres that define the brand, each one a story of heritage, rarity, and timeless appeal. From the high-altitude plains of Mongolia to the snow-draped Andes, Loro Piana’s materials are as exceptional as the people who wear them. Let's take a closer look at what makes them so unique—and why they continue to set the standard for luxury.

Vicuña in the Andean Highlands. Courtesy of Loro Piana

The Legacy of Vicuña: A Royal Craft Revived

High in the Andean highlands, the vicuña roams—a creature so revered by ancient cultures that its fleece was reserved only for the Incan elite. The fibre remains as precious today as it was centuries ago, harvested only once every two years through an intricate and respectful shearing process. Featherlight and impossibly warm, vicuña wool can only be described as extraordinary.

Loro Piana’s involvement in the preservation of the vicuña is a significant indicator of the brand's conservation initiatives. The family worked to ensure this unique animal, once on the brink of extinction, would continue for generations to come. The vicuña are now woven into Loro Piana’s story as a symbol of rare beauty, a material that is both a link to the past and a living testament to the brand’s commitment to preserving nature’s most exquisite gifts.

Production of Gift of Kings at Maison Loro Piana. Courtesy of Loro Piana

The Gift of Kings: A New Standard in Merino Wool

Merino wool is no stranger to royalty, and for good reason. Known for its softness, versatility, and incredible fineness, the fabric has long been associated with the highest level of luxury. Loro Piana’s Gift of Kings® Merino wool exemplifies the category, sourced from the best sheep in New Zealand and Australia. With fibres fine enough to rival cashmere, the wool has the unique ability to adjust to your body temperature, making it not only an indulgence, but also one of the most practical items for year-round wear.

As Pier Luigi Loro Piana once remarked, “We believe luxury lies in the purity of the fibre and its ability to enhance the experience of wearing it.” That philosophy has driven Loro Piana to continuously push the boundaries with merino wool, and make it a fabric that is as functional as it is luxurious.

Left: Loro Piana Winter Campaign 2025 Right: Capra Hircus herd in Mongolia. Courtesy of Loro Piana.

Cashmere from the Clouds: Mongolia’s Precious Fibre

Mongolia’s vast plains are home to one of the most coveted fibres in the world: cashmere. Sourced from the undercoat of Capra Hircus goats, it is renowned for its exceptional softness and warmth. Loro Piana’s intent on quality is evident in every step of the process, from the careful hand-combing of the goats to the delicate transformation of this material into something definitively luxurious.

Baby Cashmere, harvested once in a goat’s lifetime, is the most refined of them all. As soft as silk, the fibre is the epitome of comfort and engenders garments that feel like a warm, second skin. “It’s more than just luxury—it’s about creating a tactile experience that elevates everyday life,” Pier Luigi notes.

Left: Raw Pecora Nera wool Right: Pecora Nera ensemble from Fashion Week 24-25 Campaign. Courtesy of Loro Piana.

Pecora Nera: Nature’s Bold Rebellion

Not all wool is born from shades of white, and that’s precisely what makes Pecora Nera so exceptional. The naturally pigmented wool, sourced from sheep in New Zealand, is nature’s rebellion against traditional, uniform fibres. With its shades of black, brown, and gray, it celebrates authenticity in its purest form. Rather than trying to perfect the fibre, Loro Piana allows its natural hues and unique beauty to shine.

As Pier Luigi explains, “Pecora Nera is about embracing the imperfection of nature. Its natural color is its perfection, and that’s what makes it so special.” With its rich tones, it offers a bold alternative to the typical expectations of wool and shows that luxury can come in the most unexpected forms.

All of these fibres aren’t simply raw materials, rather they are stories that help carry the very legacy they help build. From the rare vicuña to the exceptional merino wool, Loro Piana has made a name for itself by seeking out and preserving nature’s finest treasures. Each fibre is a nod to craftsmanship, history, and the future of luxury—one that doesn’t need to announce itself, because those who know, know.

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