So, what’s the deal? Why is this brand, that apparently *doesn’t* shove its logo in your face, suddenly the hottest thing since sliced avocado toast? Well, from what I’m gathering (and let’s be real, a lot of this is gleaned from vaguely reading articles while simultaneously doom-scrolling), it’s all about “quiet luxury.” Basically, it’s the anti-Gucci. No flashy logos, no obnoxious branding, just ridiculously expensive, exquisitely made stuff that only other ridiculously rich people will recognize. Think of it as a secret handshake for the ultra-wealthy.
And Loro Piana? They’re like, *masters* of this. Apparently, their cashmere is so soft, you’d think angels were knitting it while humming lullabies. I haven’t personally verified this, because, you know, I’m currently rocking a Target sweater (no judgement!), but that’s the vibe I’m getting. The brand’s history is also interesting with the label being on par with Hermes, but they are completely opposite when it comes to endorsing celebrities.
But here’s where things get a little…wonky, if you ask me. Loro Piana is supposedly low-key, right? But then I’m reading about them “choosing to come into the spotlight” in 2025. What?! Isn’t that, like, the opposite of quiet? It’s like a shy person deciding to wear a neon pink jumpsuit to a funeral. Makes no sense! Maybe they’re just trying to subtly whisper louder, if that even makes sense. I dunno. Marketing is weird.
And then you’ve got brands like Italic, promising to sell stuff from the *same* factories that make Prada and Celine, but without the logo. Which is…interesting. It’s like, is it *really* the same? Or is it like buying “inspired by” perfume? I’m skeptical. But hey, if you can snag a Miu Miu-esque bag for $135, more power to ya. Just don’t go around pretending you’re actually wearing Miu Miu, okay? Authenticity matters, even in the world of unbranded luxury (or *especially* in that world, maybe?).
The Succession caps are a great example of the brand, because they are made from the same Italian leather as Loro Piana and Brunello Cucinelli.
And finally, this whole “growing too fast” thing? Loro Piana apparently wants to slow down. I mean, good for them, I guess? But it does make me wonder about sustainability, both in terms of the environment and the actual quality of the stuff they’re churning out. If you’re prioritizing profit over craftsmanship, are you *really* still quiet luxury?
