“If Loro Piana doesn’t need a real creative director”

"If Loro Piana doesn't need a real creative director"

Style guide to Phoebe Philo? “Loro Piana has never had a real creative director so, for the moment, I don’t think it’s necessary,” Damien Bertrand, CEO of the brand from November 2021, replies to the rumours. Bertrand (pictured in white frame) points out that the brand has a Loro Piana Studio “with a very talented team, and designers. We are organised, but we don’t have a studio for men and one for women: we work by product categories”. The CEO also relies on leather goods to grow further.

“We don’t need a real creative director”

The CEO does not consider the arrival of a creative director to be essential. Not even a star like Phoebe Philo, which rumours, a few months ago, saw as head of the maison’s style. “Loro Piana has never really had a creative director so, for the moment, I don’t think it’s necessary. Then, yes, there are rumours, but they are rumours,” the CEO replies to WWD.

Made in Italy

For Bertrand, Loro Piana is “the pinnacle of Italian luxury, the quintessence of luxury”. One of his goals is “to better explain the savoir faire and craftsmanship of Loro Piana, because it is unique and no one else has this level of quality”. The CEO considers quality “fundamental” for the brand, which makes garments and products “made to last a lifetime”. The brand has 10 production sites in Italy. In the Marche region (Porto San Giorgio and Porto Sant’Elpidio) for footwear, in Tuscany (Impruneta) for leather goods, and in Piedmont for knitwear and textiles. “We are always expanding our facilities. If you look at it as a whole, all categories should grow, not just one,” says Bertrand, who is counting on accessories to grow. Not only with footwear (and White Sole trainers), but also with leather goods.

Photos from social

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