Text by Lucrezia Sgualdino

A harmonious and sophisticated journey encompassing research into materials, textures and colors. The Cocooning collection recounts the lightness of everyday life in experimentation with lines and comfort. 

Loro Piana tells a symbolic story of Italian excellence, characterized by a sober and elegant style. Beauty and authenticity are the constant goal that allows to tell at its best the attention to quality research. The Cocooning collection encapsulates in the soft and enveloping shapes a way of being that sees no constraints. The lightness of the garments represents the most intimate and personal sphere of the brand, looks designed to be worn at home, or for moments of personal well-being. The idea and development of these elements gives value and emotion to the choice of pieces. 

The proposal includes a range of knitted elements: slip dresses, pants and shorts with ajour work, cropped tops, tank tops, cardigans, soft hoodies and turtlenecks. The multi-sensory and rhythmic nature of the garments is read in the ribs that give at the same time structure and movement, delicacy and comfort. The sophisticated lines are also characterized by closeness to nature through the use of noble and natural fibers such as cashmere, Baby Cashmere, silk and jersey. Along with great fabric research is the choice of a clear, delicate and harmonious color palette. 

The campaign photographed by the couple Inez & Vinoodh stars Imaan Hammam and Kristy Hume, and conveys the intimate dimension of the collection itself and the sophistication of a personal atmosphere. The delicate universe is also reflected in pop-up and pop-in stores globally, designed in rosy colors with the intention of conveying the feeling of relaxing well-being. Textural and natural, they simultaneously mimic the spirit and personality of the individual items on display.


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