Photo Credit: Courtesy of Loro Piana
During Milan Fashion Week, Loro Piana fused its Italian heritage with Japanese craftsmanship and inspiration to launch its Spring Summer 2024 collection with a series of Japanese-themed activations in the heart of Milan. The luxury fashion Maison, celebrated for its essential, sensual, and versatile designs, has long shared a deep affinity with Japan, a country known for its understated taste and timeless style.
For this collection, Loro Piana draws inspiration from the avant-garde fashion of the Rising Sun, infusing traditional Japanese silhouettes with a contemporary twist. The result is a modern interpretation of posture, volume, and soft, unstructured kimonos crafted from the highest quality fabrics. These garments embody a perfect marriage of ancient manufacturing methods and innovative techniques.
Photo Credit: Courtesy of Loro Piana
To mark this union and create a unique connection with Milan, Loro Piana has curated a series of activations during Fashion Week. Visitors can delight in a Japanese bakery experience at the kiosk in Via dei Giardini, adorned with traditional Japanese architectural elements. Here, patrons can savor delightful wagashi kasutera sweets infused with honey and matcha, reminiscent of sponge cake. These delectable treats are thoughtfully presented in boxes wrapped using the art of furoshiki—a sustainable method of gift wrapping with surplus Loro Piana fabrics that can be repurposed as scarves.
Photo Credit: Courtesy of Loro Piana
The shop window space at Via Borgonuovo 1 and the flower kiosk situated between Via Manzoni and Via Montenapoleone serve as the canvas for coordinated installations that pay homage to both Loro Piana’s and Japan’s reverence for nature. This immersive journey invites guests to explore the world of Loro Piana, immersing themselves in the ingredients and flavors of distant lands that inspired the Spring Summer 2024 Collection, presented with elegance and finesse during Milan Fashion Week.
Photo Credit: Courtesy of Loro Piana
Through this collection, Loro Piana — a symbol of Italian excellence — honors craftsmanship and culture, revealing the brand’s commitment to delivering understated yet luxurious fashion.
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