‘I ’ve never watched Succession ,” Pier Luigi Loro Piana says. The TV drama has become associated with the brand that bears his name, its lead characters’ wardrobes, starring pieces from the label, held up as the quintessential expression of “quiet luxury”. That’s because the brand is “outside the idea of fashion”, says the Italian, the deputy chairman of the family business, which was founded 100 years ago.
“We are about quality and creativity and elegance. We are under the radar. I like to say our customers are quality maniacs.
” Loro Piana is known for its farm-to-fashion approach, and a perfect example of this is to be found in garments made not from the fleece of a Mongolian baby cashmere goat or a Peruvian vicuña, but from a woolly sheep. Pecora Nera, the name the company has given to the wool in question, actually comes from uncommon dark-coloured New Zealand Merino sheep..