The Exhibition in Shanghai Explores the Brand’s Artisanal History and Cultural Connections with China
Loro Piana is celebrating its centenary with a landmark exhibition at the Museum of Art Pudong in Shanghai, marking the first time the museum has hosted a luxury fashion house. The exhibition, titled “If You Know, You Know. Loro Piana’s Quest for Excellence,” is a tribute to the brand’s storied relationship with China, a country pivotal to its history and development, particularly in its quest for the finest cashmere.
Curated by Judith Clark, known for her hands-on curatorial approach, the exhibition explores Loro Piana’s six-generation family legacy, showcasing the journey from raw materials to exquisite garments. Clark’s design fosters a “meaningful, memorable, and emotional connection” between the brand and its visitors, engaging in a dialogue that bridges the past with the present.
The event takes place in the state-of-the-art galleries of MAP, designed by the Paris-based Ateliers Jean Nouvel, overlooking the river. The exhibition is both a sensory journey and a deep dive into the brand’s archives, including documents, materials, and artworks from the Sergio and Luisa Loro Piana Collection and the Pinacoteca di Varallo.
Spanning over 1,000 square meters and 15 rooms, the exhibit immerses visitors in the world of Loro Piana through a selection of materials, textures, and colors that echo the brand’s origins and DNA. Soft carpets, Cashfur-lined walls, and natural materials like wood and leather enrich the visitor experience with a palette of light tones and shades of beige.
The exhibition also features 33 specially created dramatic silhouettes that highlight the relationship between the source materials and the finished products, elevating the brand’s craftsmanship and artistic expression. It reflects Loro Piana’s continuous search for the finest raw materials and its commitment to luxury, quality, and innovation.
Loro Piana’s deep roots in Valsesia, Piedmont, where the family legacy predates the founding of the company in 1924, are also explored. Archival photos, weaving manuals, and early documents provide a window into the evolution of the brand from a small textile firm to a global luxury powerhouse. The exhibition not only showcases the brand’s craftsmanship and innovation but also underscores its enduring values and commitment to excellence.
