Loro Piana Delves into the Excellence of Its Craft

Founded in 1924, Loro Piana has enjoyed a century of top-quality craftsmanship. Now, for the first time ever, the brand has opened a retrospective exhibition at the Museum of Art Pudong (MAP) in Shanghai titled “If You Know, You Know: Loro Piana’s Quest for Excellence.”

Curated by Judith Clark, the immersive experience explores Loro Piana’s long-standing legacy as a luxury house. The project also explores the brand’s generational relationship with China’s goat herders, who have supplied cashmere for the house since the 1960s, hence the exhibition’s synergistic location.

Showcased in the state-of-the-art galleries inside the MAP, the display spans 15 rooms (over 1,000 sqm), filled with heirloom fabrics, archival documents, 33 custom silhouettes, and various artworks, including pieces directly from the Sergio and Luisa Loro Piana Collection.

Guests can also glimpse the original thistle machine, which was specially transported from Vallero. The industrial tool, which has been brand’s emblem since the mid-20th century, sits alongside a perfectly recreated quality-control laboratory.

The project is designed to be a multisensory experience, encouraging tactile, olfactory, and visual interaction. A corridor is padded and carpeted with the brand’s signature “cashfur” for the guests to touch while the final room is marked by its distinct scent representing the mountainsides on which the cashmere goats are reared.

“If You Know, You Know: Loro Piana’s Quest for Excellence” is on display at the Museum of Art Pudong in Shanghai now through May 5. Visitors can purchase advanced tickets from the museum’s website and via WeChat.