EXCLUSIVE SERVICE: Loro Piana has launched an atelier within its flagship on Madison Avenue.
The innovative, by-appointment-only space offers new services aimed at extending a garment’s life span through repair and care practices. The space also tells the story behind Loro Piana’s precious fibers and fabrics including vicuña, cashmere and baby cashmere, The Gift of Kings, cotton and linen.
According to the Italian luxury brand, the atelier provides a rich learning experience presented through storyboards and with the assistance of a hospitality manager explaining Loro Piana’s fibers and what makes them special. The experience “reveals the secrets that define the maison’s fibers and fabrics, providing a deep dive into the unparalleled mastery that employs innovative technology to enhance the natural qualities of the fibers.”
The Loro Piana atelier also displays a line of natural, plant-derived soaps, formulated to treat the precious fibers. “Wash after wash, these mild detergents, infused with plant-derived ingredients, preserve the garment’s color and restore the volume and softness of the items,” Loro Piana said. All the soaps are composed of gentle botanical cleaning agents, mixed with different extracts of oat, hemp, mauve, and aloe vera, specifically tailored for each fiber.
The space, at the 748 Madison Avenue flagship by 65th Street, was described by the brand as suffused light that enhances the warmth of oak wood, and the signature kummel accents.
