The Loro Piana centenary exhibition has made its grand debut at Shanghai’s Museum of Art Pudong (MAP), marking a significant milestone as the first luxury brand ever invited to showcase at this prestigious venue. Titled “If You Know, You Know. Loro Piana’s Quest for Excellence,” this landmark exhibition celebrates 100 years of the esteemed maison’s commitment to exceptional craftsmanship and innovative textile production.
Running from 22 March to 5 May, 2025, the exhibition spans over 1,000 sqm across three galleries and 15 rooms, offering visitors an immersive journey through the brand’s rich heritage, meticulous attention to detail, and unwavering dedication to quality that has defined Loro Piana for a century.
A century of textile mastery brought to life
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Curated by renowned exhibition-maker Judith Clark, the Loro Piana centenary exhibition takes visitors through an elegant narrative that showcases the brand’s evolution from its humble beginnings to its current status as a global luxury powerhouse.
The exhibition thoughtfully explores Loro Piana’s core values through a harmonious dialogue between rare materials, historical archives, and exquisite textile creations. Visitors can witness first-hand the journey from raw natural fibres to refined garments that has earned the maison its reputation for unparalleled quality.
Adding depth to the experience, artworks from the Sergio and Luisa Loro Piana Collection and the Pinacoteca di Varallo are integrated throughout the exhibition, highlighting the intrinsic connection between fine art, nature, and exceptional craftsmanship that has always been central to the Loro Piana philosophy.
China’s central role in the Loro Piana legacy
The decision to host the Loro Piana centenary exhibition in Shanghai is particularly meaningful given the brand’s deep historical ties with China, which has been instrumental in the maison’s pursuit of excellence. The exhibition pays tribute to these profound connections and examines the reciprocal influence between Chinese culture and Italian textile traditions.
Through interactive installations and sensory landscapes, visitors are transported to the origins of Loro Piana’s most precious materials, including Chinese cashmere, vicuña from the Andes, and Merino wool from New Zealand. These exceptional raw materials form the foundation of Loro Piana’s spectacular creations, demonstrating the brand’s commitment to sourcing only the finest natural fibres from around the world.
Behind the scenes of luxury craftsmanship
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One of the most fascinating aspects of the Loro Piana centenary exhibition is its insight into the rigorous quality control processes that ensure every Loro Piana product meets the brand’s exacting standards. A dedicated exhibition space features Baby Cashmere undergoing inspection under a giant microscope that magnifies the fibre 35,000 times, revealing the extraordinary attention to detail that sets Loro Piana apart.
Another highlight is a specially designed room showcasing the significance of Loro Piana’s emblematic thistle motif, illustrating the crucial role this traditional tool plays in softening coarse fabrics. These behind-the-scenes glimpses provide a rare opportunity to understand the meticulous craftsmanship and technical innovation that have enabled Loro Piana to maintain its position at the pinnacle of luxury textiles for a century.
The exhibition culminates with a moving tribute to the Valsesia valley, Loro Piana’s birthplace. This section brings together an immersive cinematographic installation and compelling documents from the maison’s archives, illustrating its remarkable transformation since its founding in 1924 while staying true to its core values of quality, heritage, and innovation.
A family legacy of excellence
At its heart, the Loro Piana centenary exhibition celebrates the six-generation family legacy that has shaped the maison’s identity. This aligns perfectly with LVMH’s philosophy of ensuring the long-term development of each of its 75 distinguished houses while respecting their individual identities and expertise.
As visitors move through the exhibition, they experience not just the evolution of a luxury brand, but the story of a family’s unwavering commitment to excellence over the course of a century. From its roots as a wool merchant to its current status as a global luxury icon, Loro Piana’s journey exemplifies the power of maintaining authentic craftsmanship in an increasingly mass-produced world.
If You Know, You Know. Loro Piana’s Quest for Excellence stands as a compelling testament to heritage, exceptional savoir-faire, and the relentless pursuit of quality that has defined Loro Piana for 100 years. It reaffirms the maison’s status as an unparalleled benchmark in the world of luxury textiles and offers a fascinating glimpse into the past, present, and future of one of LVMH’s most treasured brands.
For luxury enthusiasts and cultural connoisseurs alike, the Loro Piana centenary exhibition provides a rare opportunity to experience the extraordinary world of fine textiles and understand the passion, expertise, and innovation that continue to drive this remarkable maison forward into its second century.
