Loro Piana was inspired by Japanese culture for the house’s latest SS24 collection.
The capsule was announced through a unique activation today as part of Milan Fashion Week.
For Friday and Saturday, a kiosk in Via dei Giardini has been transformed into a small Japanese bakery, decorated with traditional Japanese architectural elements.
Here, classic Japanese treats will be offered to passers-by wrapped artfully in surplus Loro Piana fabrics – to be reused as scarves.
Meanwhile, The Loro Piana shop window space at Via Borgonuovo 1 and the flower kiosk between Via Manzoni and Via Mon Tenapoleone host coordinated installations that recall Loro Piana and Japan’s love of nature
In the notes accompanying the new collection the house said: “For Spring Summer 2024, Loro Piana explores its affinities with Japan – a country with which it shares a deep bond of craftsmanship, understated taste and timeless style.”
“The new collection presents the typical silhouettes of the avant-garde fashion of the Rising Sun in a modern key of posture and volume, as well as soft, unstructured kimonos made from the highest quality fabrics, the result of recovering ancient manufacturing methods and innovative techniques,” the house continued.