Loro Piana to Launch Harrods Takeover for Holiday Season

25 Jul 2024

Coinciding with its centenary, Loro Piana will for the first time stage a takeover of Harrods for the holiday season, running from Nov. 7 to Jan. 2.

The Italian luxury brand will also open two new permanent stores at the storied retailer dedicated to the Kids collection and to Loro Piana Interiors, respectively. For the duration of the takeover there will also be two pop-ups dedicated to the brand’s heritage and craftsmanship.

Loro Piana is planning to set up installations on the facade of Harrods’ Brompton Road side and in its 36 windows with various animations that will also celebrate the brand’s 100-year history. Details about the takeover will be released at a later date.

In terms of fashion, the company will offer dedicated products, men’s and women’s ready-to-wear collections in exclusive colors developed for Harrods and in the brand’s precious fibers such as Sopra Visso wool, baby cashmere and vicuña. The designs will be infused with a subtle British undercurrent rendered through equestrian touches, checks and classic solids, including Harrods’ signature green.

Women’s evening looks will comprise delicately hand-embroidered and elongated silk gowns, sophisticated knitted column dresses, soft silk tops and fluid pants. For men, there will be a range of tuxedos and formal tailoring fit for the holiday celebrations.

Loro Piana has been expanding its accessories selection and Harrods will carry some of the brand’s signature designs, from the Extra Pocket and Bale to the Ghiera, Extra Bag and Loom, as well as leather goods and costume jewelry. The festive color palette will feature a pop of holiday red, two shades of green and white.

Loro Piana is paying special attention to the U.K. as the campaign advertising its heritage collection, as reported, was photographed by Mario Sorrenti against the backdrop of the striking Inveraray Castle owned by Torquhil Campbell, the 13th Duke of Argyll. Scotland is the land of the cheviot, the typically Scottish woolen fabric, but it is also where Loro Piana first came to know about the virtues of the fiore di cardo, the thistle flower, which has been part of its coat of arms since 1951. The thistle is also a recurring theme at Harrods.