On Both Coasts, Loro Piana Celebrated the Launch of Its Cocooning Collection

It is well-known that Loro Piana is a luxury brand that whispers rather than shouts. Nearly a century old, the fine Vicuña wools, delicate cashmere, and neutral color palettes remain emblems of the label. Their Cocooning collection exemplifies this best. In fact, the latest series of fine cashmere clothing is so gorgeous that the craftsmanship had to be celebrated in not one but two American cities. 

The festivities began out West. As the bright Los Angeles sun mercilessly beat down on the stark white walls and sidewalks of Rodeo Drive, a group of L.A. women took refuge within Loro Piana’s pop-up on the famed street. Inside, they were met with soft pink walls that curved in a way that butterfly cocoons do, carrot hor d’ouerves, and pink lemonade. 

The afternoon’s hosts, Phillip Picardi and Fariha Róisín, welcomed and mingled with guests clad in pieces from the collection. But beyond the cashmere and talks of the new social club The Aster, a discussion revolving around Róisín’s book, Who is Wellness For?, was the main attraction. Midway through the event, Picardi and Róisín took their places in front of a group of eager guests to host a conversation about the book and the topic. 

“Wellness is for everyone,” Róisín said. “But, we should consider wellness as more than just material things, or doing a face mask or getting your nails done. Wellness is not just about the surface; it’s about digging deeper and reaching a spiritual source of self that is also rooted in community.” 

Their whole conversation was quite rich. Picardi flexed his journalism background and effortlessly moderated the conversation as the two spoke of wellness through the lens of feminism, queerness, spirituality, and even technology and fashion. “When we consider Loro Piana’s cocooning collection, Picardi explained, “it ties into many of the themes I feel about wellness. The concept excites me, as ‘cocooning’ allows you to be soft and steady with yourself before going out into the world.” 

A second celebration took place 2,000 miles away on the very next day. The sun was swapped for gloomy clouds, and a select group of editors, stylists, and models spent the rainy New York City day within the Greenwich Hotel’s Tribeca Penthouse. Partnering with Mytheresa and hosted by Kirsty Hume, Loro Piana’s dedication to fine craftsmanship and wellness manifested through a different sort of group project: ceramics. Led by Jane Yang D’Haene, attendees got to channel their creative muscles by working with one another on crafting ceramic vases. 

As exemplified in both Los Angeles and New York City, the luxury label embraces extreme craftsmanship—but also wellness, community, and beauty. The comfort of the garments themselves is only a plus.