Loro Piana Continues Its Legacy at The I.C.E. St. Moritz 2026

Loro Piana reaffirms its profound connection to the world of classic automobiles and a refined lifestyle by partnering with The I.C.E. St. Moritz, the International Concours of Elégance, for the third consecutive year. This prestigious two-day winter event, held on January 30th and 31st, 2026, transforms the frozen lake of St. Moritz into a breathtaking stage for automotive excellence, drawing connoisseurs, collectors, designers, and enthusiasts from around the globe.

Photo Credit: Courtesy of Loro Piana

Blending art, design, mechanical precision, and sophisticated living, The I.C.E. reimagines the traditional concours d’élégance as a dynamic ice exhibition. Rare and unique cars glide across the pristine frozen surface, celebrating innovation, beauty, and timeless craftsmanship in an exclusive setting that harmonizes sport, artistry, and nature. Founded in 2019 by Marco Makaus, the event remains inseparable from its iconic lake venue and always prioritizes respect for the Engadin region’s environmental and natural heritage. Cars are meticulously selected, and public access is carefully limited to preserve the priceless value of these automotive treasures.

Loro Piana’s ongoing involvement underscores the Maison’s authentic heritage in classic car culture. From 1987 to 2018, the Loro Piana Classic Cars Team competed in some of the most exclusive endurance races, fielding approximately 30 crews in legendary events such as the Mille Miglia, Coppa d’Oro delle Dolomiti, and Winter Marathon. This storied participation adds a vibrant new chapter to a legacy deeply rooted in passion for driving and competition.

Photo Credit: Courtesy of Loro Piana

A centerpiece of Loro Piana’s presence at the 2026 edition is the display of the Bugatti Type 23 Brescia 1923 in front of the Maison’s lounge. This historic vehicle earned the Pebble Beach Chairman Award in 2011 and later competed in Japan’s La Festa Mille Miglia in 2015. Owned by Giuseppe Redaelli—President of the FIA International Historical Commission and President of the Autodromo Nazionale Monza— the Bugatti previously raced to victories as part of the Loro Piana Classic Cars Team.

This enduring passion for motoring inspired one of Loro Piana’s most iconic pieces: the Roadster jacket, originally designed in 2004 to commemorate the 75th anniversary of the Concorso d’Eleganza di Villa d’Este on Lake Como. Versatile, lightweight, warm, wind-resistant, and impeccably tailored, the jacket delivers ultimate comfort and freedom of movement—qualities essential for the discerning driver. It embodies the seamless affinity between the Maison’s craftsmanship and the world of classic cars.

Photo Credit: Courtesy of Loro Piana

To mark this year’s partnership, Loro Piana introduces an exclusive capsule collection developed specifically for The I.C.E. St. Moritz. Highlights include a men’s Roadster in Cash Herringbone Coarsehair Storm System® and a women’s Roadster Mini Field jacket in Cash Cheviot Coarsehair Storm System®. The offering is rounded out with a cashmere Roadster Halfzip knit featuring a two-tone diagonal motif, plongé leather driving gloves, and a cashmere-and-silk foulard adorned with car-inspired prints. Available exclusively at Loro Piana’s St. Moritz boutique, the collection is complemented by a captivating window display that evokes four wheels gliding across snow: a snow-frosted slope descends the main window, accented by a chevron pattern mimicking tire tracks, with miniature vintage cars appearing to race downward.

Photo Credit: Courtesy of Loro Piana

Loro Piana’s commitment extends to the event’s details: judges of The I.C.E. concours don the iconic Grande Unita scarf and Cashmere Storm baseball cap in signature kummel, while winners receive exclusive deep blue Roadsters—the official color of The I.C.E. St. Moritz.

Through this partnership, Loro Piana continues to weave its heritage of unparalleled craftsmanship and understated luxury into the exhilarating realm of classic motoring, honoring beauty, innovation, and the refined art of living on ice.