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.
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion
@longchamp, which marks its 70th anniversary this year, just opened its biggest U.S. store on Manhattan’s Fifth Avenue. On the lower level there’s a floor-to-ceiling display of the brand’s iconic Le Pliage bag – in all of its different colors, shapes and sizes. Customers can also have their product personalized in-store by imprinting names, initials or emblems. #wwdfashion (📷: @ericmtownsend)
“Whenever I’m in that place of sound and music, I don’t have fear or nervousness…This album has a lot of themes of courage and boldness and I want to be the soundtrack for people’s lives. I’ll be so happy if [my songs] evoke strength in people, which I know music has done for me,” says @kimbramusic of her newest album “Primal Heart.” The New Zealand-born singer sat down with WWD to talk about her music, newest tour and connecting with hear fans — read more on WWD.com #wwdeye (📷: @jilliansollazzo)
Luxury handbag resale company @rebagofficial is planning to sell a rare collectible for $70,000: the @hermes White Crocodile Himalayan Birkin. The exclusive Birkin sold for about $100,000 in 2008, when @davidbeckham bought one for his wife @victoriabeckham to add to her collection. Read more about the rare Birkin on WWD.com #wwdaccessories
With her costume pearl necklace and what-you-see-is-what-you-get style, Barbara Bush, who died Tuesday at age 92, was a straight-shooter from start to finish.
Born Barbara Pierce in New York City, Bush served as the 37th first lady, as well as the country’s second lady from 1981 to 1989. In addition to being part of the longest presidential marriage — 73 years — Bush also had the unlikely distinction of having one son, George W., become the 43rd president and another son, Jeb, run unsuccessfully in 2016. Having served as second lady during the Reagan administration’s two terms and lived all over the world during her own husband’s ascending political career, Barbara Bush made it clear that literacy — not fashion — was her priority. Read more from Rosemary Feitelberg’s obituary on the late First Lady in WWD.com, link in bio. #barbarabush #wwdnews
Western and ’90s trends have influenced denim for fall 2018. Think raw, dark and coated jeans mixed with bold prints and tough leather. #trendtuesdays #wwdfashion (Styled by @thealexbadia;📷: @ryanplett)