In Milan, after attending the Spring/Summer 2025 presentation of Loro Piana, it became clearer where CEO Damien Bertrand envisions the brand heading. The “quiet luxury” label, which once captivated the market, is now a moniker Bertrand seems keen to shed. As the hype surrounding the “old-money” aesthetic, a trend synonymous with quiet luxury, reached its zenith in 2023, there’s a growing consensus within the industry that this trend has passed its peak. Seemingly aware of this shift, Bertrand remarked in a February interview, “Loro Piana existed before quiet luxury and will exist afterward.”

The rationale for moving away from this aesthetic is simple: it risks becoming stale and unimaginative. Loro Piana’s essence has always been more than a temporary trend; it’s about enduring excellence. Before its acquisition by LVMH in 2013, the company was revered as a purveyor of some of the world’s finest textiles, supplying luxury brands and tailoring houses with exceptional fibres such as vicuña and cashmere. Loro Piana’s ready-to-wear (RTW) line, introduced in the ’90s, was never meant to follow fleeting fashion trends but instead complemented the elegant lifestyles of its noble clientele—and, notably, the Loro Piana family themselves.

As Sergio Loro Piana once remarked: “Our family loves horses, so we made a jacket for riding. We love sailing, so we made a jacket for sailing too. That’s why we don’t have a designer.” His personal approach to functional elegance translated into a brand DNA that doesn’t chase trends but rather responds to its own sense of practicality and refinement. Sergio himself epitomized the Loro Piana ethos, often pairing his sporty, Loro Piana logo-emblazoned jackets with bespoke suits from tailors like A. Caraceni, creating a harmonious blend of sophistication and comfort.

Today, however, Loro Piana finds itself speaking to a broader audience. The ultra-wealthy—from Silicon Valley moguls to aristocrats with villas on Lake Como—are no longer the brand’s sole focus. Bertrand is steering the maison toward a younger, more diverse clientele, while still retaining its dedication to textile mastery and understated luxury. This evolution is not about abandoning roots but about expanding them.