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The most beautiful of spring 2025: a virtual tour of the Loro Piana exhibition in Shanghai

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One of the key partners of VILED Group is holding a sensational exhibition in China, which the whole world is talking about today.

Shanghai is not the most obvious association that comes to mind when talking about the great Italian luxury house Loro Piana. But in recent years, the bearers of the idea of ​​"quiet luxury" have increasingly turned their gaze to the East. Including Kazakhstan: in the VILED Group portfolio, this is one of the most popular brands! It was China that became the starting point for a special project that opened these days at the Pudong Museum of Art - the first ever Loro Piana exhibition.

The exhibition, entitled &ldquo;If You Know, You Know: In the Footsteps of Loro Piana Perfection,&rdquo; is not just a story about the brand&rsquo;s 100 glorious years. It is a journey into a world where luxury is not about runway looks, but about the material in its original form.

Loro Piana is a brand of mystery. It is known, appreciated, but rarely fully understood. This is because it did not start as a fashion house, but as a connoisseur of raw materials - cashmere, vicuna and merino wool. Where other designers create trends, Loro Piana goes deep: to the origins, to the roots, to the fiber. The exhibition does not play on nostalgia, does not dwell on the past. On the contrary, it seems to open the doors to evolution - from a family manufactory in 1924 to a global symbol of elegant restraint. The exhibition spaces alternate, connecting the past and the present, nature and innovation, art and craft.

In honor of the exhibition &ldquo;If You Know, You Know,&rdquo; Loro Piana created a shoot that literally took the entire industry by storm. The clothes here are works of art, objects of heritage and transmission of traditions. These are 33 unique looks created by the exhibition&rsquo;s curator Judith Clark in collaboration with the Loro Piana design team. They will not be sold or intended for boutiques. These outfits are artistic statements made from cashmere, linen, wool and other natural fibers. Their goal is not to sell, but to show: the craftsmanship, the essence of the brand, its endless faith in the beauty and strength of natural materials.

The most beautiful of spring 2025: a virtual tour of the Loro Piana exhibition in Shanghai

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