Loro Piana Unveils Revolutionary Royal Lightness Yarn and Fabric
MILAN -- After an extensive two-year research endeavor, the renowned Italian luxury brand Loro Piana unveils its patented Royal Lightness yarn and fabric. This groundbreaking creation is a testament to the brand's commitment to innovation and excellence. The yarn is a harmonious blend of silk and merino wool, while the fabric seamlessly combines silk and cashmere.
Crafted and processed in-house at Loro Piana's facilities in Roccapietra and Quarona, Italy, Royal Lightness is positioned alongside the brand's other esteemed creations, such as The Gift of Kings. The yarn's fineness and delicacy are remarkable, requiring Loro Piana's expertise to avoid thread breakage. Achieving this level of precision and skill is no easy feat, as it demands careful handling to prevent the threads from breaking.
The yarn incorporates Mulberry silk, renowned as Royal Silk, which boasts an impressive 21 deniers and is sourced from Australia and New Zealand. Only 0.05 percent of the annual merino wool production meets the 13.0- to 13.8-micron range, making this blend truly exceptional. The Mulberry silk and merino wool are treated with a special finish, enhancing their delicacy and luminosity.
Loro Piana's skilled artisans meticulously comb and spin the materials, then skillfully twist two strands of yarn together, preserving the inherent qualities of each fiber. The Royal Lightness fabric takes this innovation further, combining Mulberry Silk with the finest cashmere. Weighing a mere 350 grams per meter, this double-sided material features a unique blend of 21-denier organzino silk and long-fiber 15-micron cashmere.
The company explains that the silk thread is expertly wrapped around the cashmere, adding luster and a subtle sheen while providing the necessary strength for weaving. The final stages involve tumbling the fabric for a fluffy, raised pile, reminiscent of Loro Piana's signature touch. The fabric is then brushed, raised, and shaved to create depth and direction, resulting in a distinctive light-reflecting quality.
The fabrication process concludes with the rare and artisanal technique of fell stitching, performed by hand with thread and needle, ensuring a smooth finish on both the outer and inner sides of the garment. This meticulous attention to detail is a hallmark of Loro Piana's craftsmanship.
To showcase the lightness of the fabrics, Loro Piana is launching a dedicated digital and print campaign. One image depicts a fluid, deconstructed coat held by its shawl collar with a single finger, symbolizing the fabric's weightlessness. Another image showcases fine yarns running across, resembling the strings of a musical instrument, playfully exploring the concept of lightness.
Each image is accompanied by a concise caption, highlighting the features of Loro Piana Royal Lightness, which is certified with a unique label. The campaign draws inspiration from Loro Piana's archival communication from the 1990s and previous campaigns dedicated to the dark Merino Pecora Nera wool, the White Sole shoe, and the Loro Piana Record Bale Award.
Loro Piana's global sourcing is a testament to its commitment to quality. They source vicuña from Peru, cashmere from Mongolia, and the finest wools from New Zealand and Australia. This pursuit of excellence has been fueled by Pier Luigi Loro Piana's passion and textile expertise, which has driven the brand's quest for finer merino wool fibers annually since 1997.
In 1997, Loro Piana established the annual Record Bale Award, recognizing superior quality merino wool. The company also established the Franco Loro Piana Reserve in the Lucana area of Peru in 2008, significantly contributing to the conservation of vicuñas from extinction. The Loro Piana family's history in wool and fine textiles dates back to the early 19th century in Trivero, Italy, with Pietro Loro Piana founding the company as a wool mill in 1924.
The brand's leadership is currently headed by Frédéric Arnault, who was appointed CEO last year, transitioning from his role as CEO of LVMH Watches. The relationship between LVMH and Loro Piana has strengthened, with LVMH acquiring a 94 percent stake in the Italian company, valuing the brand at 11 billion euros.
This strategic move by LVMH demonstrates its confidence in Loro Piana's potential and future growth. Despite not disclosing sales breakdowns by brand, it is understood that Loro Piana's value has quadrupled since 2013, reflecting the brand's continued success and innovation.
