Loro Piana Returns to New Bond Street With a Stunning Makeover
LONDON — Loro Piana, the Italian luxury brand owned by LVMH Moët Hennessy Louis Vuitton, is back on New Bond Street, and it's a sight to behold. After a major renovation, the brand has taken over the next-door space previously occupied by Rimowa, adding a whopping 2,000 square feet of retail space. The result? A stunning, expanded store that showcases the brand's signature style and attention to detail.
The new store boasts a sleek facade, clad in earthy travertine and resting on a granite base. Step inside, and you'll find yourself in a world of natural materials and warm color palettes. The women's accessories area greets you with signature bag styles like Extra Pocket and Loom and Needle, along with hats, eyewear, and silk scarves on metallic shelves against textured walls. The men's section, anchored by the Pantalonaio, a historical piece of furniture from the early Loro Piana boutique, is right behind the entrance.
But the real magic happens in the back, where an appointment-only VIC room awaits. This intimate space, adorned with marble tables, striped silk carpets, and silk wall coverings, provides a homely environment for clients to try on wardrobe essentials and seasonal offerings made from the brand's core materials: cashmere, baby cashmere, Vicuña, shearling, deerskin, and exotic skins. It's a true testament to the brand's commitment to quality and craftsmanship.
According to Frédéric Arnault, the new store is a tribute to the brand's founders, Sergio Loro Piana and Pier Luigi Loro Piana. It pays homage to their distinctive taste and quest for the finest raw materials. And to celebrate this return, Loro Piana has installed a unique exhibition called 'The Master of Fibers'.
This three-day installation showcases the brand's six-generation family heritage and crafting tradition. It features historical documents from the Archivio Storico in Varallo, Italy, including weaving books from the 1930s, handwritten finishing process documents from 1936, a 1926 price list, the brand's first fabric sample book, and whimsical advertising campaigns from recent decades. It's a treasure trove of Loro Piana's rich history and craftsmanship.
But that's not all. The installation also includes an interactive raw cashmere experience at the store's entrance, where neutrally toned cashmere sculptures offer a sensory journey through softness. And for one night only, the Royal Academy of Arts will host a special event, recreating fragments of the 'If You Know, You Know' experience, showcasing Loro Piana's savoir-faire with unique silhouettes and an immersive film.
The expanded store on New Bond Street truly embodies the brand's refined and detailed attributes. With the fall-winter 2025-26 collection on display, the store showcases the continuities of production and the technical expertise that goes into every piece. It's a must-visit for fashion enthusiasts and a testament to Loro Piana's enduring legacy.
