MILAN — Loro Piana has embarked on a greener journey. The Italian luxury company, which makes fabrics for its own use and supplies high-end garment manufacturers, will present the new Green Storm System treatment at the upcoming edition of Milano Unica running here July 11 to 13.The Green Storm System is the eco-friendly update of the existing Storm System treatment, which the company has applied to all its natural fabrics since 1994 to create waterproof and wind-resistant items.The new treatment consists of a hydrophilic and osmotic membrane, applied to the reverse side of a fabric and created using a special polyurethane made from 50 percent renewable plant resources and castor oil, in particular. The result is a thin and breathable membrane that provides additional stretch and a softer feel to Storm System’s usual performance.The Green Storm System is completed by the surface Rain System. Launched last February, the Rain System is used in combination with the membrane and increases the effectiveness of the waterproofing created by the Storm System by forming an invisible barrier around each fiber to protect it from dust, dirt and liquid stains. The Rain System treatment is also eco-friendly, with more than 60 percent of its components coming from renewable sources.In addition to the Green Storm System, Loro Piana will debut a corporate advertising campaign dedicated to one of its signature fabrics, the Tasmanian. Introduced in the Sixties, the fine wool fabric is renowned for its lightness, weighing just 250 grams per meter and with fibers averaging a mere 16 microns in diameter. Tasmanian’s breathability, thermal insulation, durability and comfort made it one of Loro Piana’s leading textiles.The company has now introduced a new Natural Stretch version of the fabric. Loro Piana has intensified the intrinsic properties of the wool fibers, which spring back into their original shape after movement and twists, developing a special production process that increases their elasticity and resilience.Directed by Albert Moya, male model Robertas Aukstuolis fronts the campaign. Set in a wind power plant, the protagonist is caught landing with a parachute dressed in a double-breasted pin-striped suit crafted from Loro Piana’s Tasmanian fabric.[caption id="attachment_10942562" align="aligncenter" width="400"] Loro Piana's ad campaign promoting the Tasmanian fabric.[/caption]The images are flanked by a 60-second clip showing the entire action and spotlighting the lightness and perfect fit of the fabric at the end.The campaign will hit national titles starting from July 11, while the video is featured on the company’s web site and social media.[embed]https://www.instagram.com/p/BWaJPd6A2mI/[/embed]The Loro Piana family began trading wool and fine textiles at the beginning of the 19th century in Trivero, in northern Italy. Pietro Loro Piana founded the company as a wool mill in 1924 in the country’s Quarona. In the mid-Forties, Franco Loro Piana started exporting luxury textiles outside of Italy, an activity further developed by his sons Sergio and Pier Luigi in the Seventies, when they started running the firm and expanded it into luxury retail operations offering men's and women's cashmere knitwear, tailored clothing, outerwear and casualwear.In 2013, LVMH Moët Hennessy Louis Vuitton acquired a majority stake in the company.
Taking the final spot on the mens’ portion of New York Fashion Week calendar next month will be none other than @tomford. Though he’s shown his men’s wear in New York in the past, this will mark the first time the designer has shown his men’s collection alone during New York Fashion Week: Men’s. His runway show will debut on February 6 at the Park Avenue Armory. #wwdfashion
London-based couture house @ralphandrusso has certainly been in the spotlight, having its dresses worn by @beyonce, Angelina Jolie, Meghan Markle in her engagement photos and more. For couture, Tamara Ralph focused on ornamentation — think: feathers with chain mail, jet embroidery and clusters of pearls and crystals. See the rest of the collection on WWD.com #wwdfashion #couture (📷: @giovanni_giannoni_photo)
Minnie Mouse celebrated her 90th birthday by getting her own star on the Hollywood Walk of Fame. For her celebratory luncheon, @coach’s creative director @stuartvevers dressed her in a custom made prairie dress, complete with Vever’s take on the polka dot – black sequined versions – under a cropped motorcycle jacket. The designer also put his own mark on Minnie’s classic red shoes, infusing the color with sparkles and adding some Coach crystals. “We chose colors that were very Minnie and also represented quintessential Coach elements,” said Vevers. #wwdfashion #nationalpolkadotday (📷: George Chinsee)
@nickjonas is unveiling his first-ever apparel collection through a partnership with John Varvatos. The limited-edition capsule, which makes its debut in spring, also marks the first time the designer has collaborated with anyone on a line. “The process in working with Nick is amazing. It’s inspiring to be around someone who is not only connected with the trade that they do, but also with what’s happening in the environment around him, and how that connects to what we do with style,” said Varvatos. (RG: @johnvarvatos) #wwdfashion
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)