For the third consecutive year, Loro Piana continues its partnership with The I.C.E. St. Moritz, reaffirming the Maison’s long-standing relationship with the world of classic automobiles. Taking place on January 30 and 31, 2026, the prestigious International Concours of Elégance once transformed the frozen lake of St. Moritz into an open-air exhibition celebrating automotive beauty, craftsmanship and innovation.
Blending mechanical excellence with art, design and lifestyle, The I.C.E. offers a contemporary take on the traditional concours format. Set against the dramatic Alpine backdrop, the event draws collectors, designers and automotive enthusiasts from around the world, united by a shared appreciation for rarity, heritage and performance.
Loro Piana’s involvement reflects an authentic connection rooted deep in its history. Between 1987 and 2018, the Loro Piana Classic Cars Team was an active presence in elite endurance races such as the Mille Miglia, Coppa d’Oro delle Dolomiti and the Winter Marathon, fielding around 30 crews and earning numerous accolades along the way. This legacy is brought to life at the event through the display of a Bugatti Type 23 Brescia, owned by Giuseppe Redaelli, President of the FIA International Historical Commission. The car, winner of the 2011 Pebble Beach Chairman’s Award, is showcased in front of the Maison’s lounge as a tribute to this shared heritage.
The intersection of driving and design has also inspired one of Loro Piana’s most iconic pieces: the Roadster jacket. Originally created in 2004 to mark the 75th anniversary of the Concorso d’Eleganza di Villa d’Este, the Roadster embodies functionality, elegance and freedom of movement. For The I.C.E. St. Moritz 2026, an exclusive capsule collection expands on this legacy, featuring men’s and women’s Roadster styles crafted in Cash Coarsehair Storm System® fabrics, alongside knitwear, leather driving gloves and silk foulards adorned with car-inspired motifs.
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Available exclusively at Loro Piana’s St. Moritz boutique, the capsule is presented through a dedicated window installation evoking wheels gliding across snow. To conclude the experience, judges wear the Maison’s Grande Unita scarf and signature cashmere cap, while winners receive deep-blue Roadster jackets, cementing the enduring dialogue between Loro Piana and the timeless world of classic cars.
