Wynn Magazine - Las Vegas
Issue link: http://digital.greengale.com/i/49393
B aby cashmere from Mongolia, vicuña from Peru: Loro Piana combs the corners of the earth in search of the softest fibers for its seductive range of Italian fabrics. Such devotion has remained in the family since Pietro Loro Piana founded the label in 1924 in northern Italy, where his ancestors already had enjoyed success as merchants of wool textiles since the early part of the 19th century. "All of our products are a personal reflection of who we are and what we enjoy," says Sergio Loro Piana, who today shares the company's CEO duties with his brother, Pier Luigi (the great-nephews of Pietro, the duo take turns at the CEO helm; Sergio currently holds the title until 2013). Together they carry on the passion for Italian craft, and do so while seeking out materials both luxurious and innovative: Pier Luigi hit upon the idea for baby cashmere in 1997, for example, having correctly surmised that the first combing of the Mongolian-raised infant goats, a harmless process when the kids are aged anywhere from three months to a year, would produce the finest, softest fibers. Sergio, meanwhile, is exploring the results of a textile highly sophisticated in look and hand, crafted from an element equally revered in the Asian culture: the lotus flower. Here, Sergio talks about Loro Piana's ongoing quest for mixing time-honored traditions with new ideas, and why a new boutique at Encore proves to be an ideal fit. WYNN: Why is Encore the optimal venue for a Loro Piana boutique? SERGIO LORO PIANA: Wynn represents the best Las Vegas has to offer. Loro Piana's core value is founded on quality, [making it] an ideal environment for the synergy between our two brands to flourish. How important is the Las Vegas audience to the brand, and why? Las Vegas is a unique place, like no other in the world, a place where Loro Piana can welcome old friends and make new ones. With our increased presence in Asia, Las Vegas also represents a crucial marketplace, and an expanded presence is essential to our growing network of customers. How might the product selection be tailored for the Las Vegas market? The Las Vegas boutique focuses on the best Loro Piana has to offer. Encore's clients, like Loro Piana's, are the most demanding. In addition to Loro Piana's icons and gift items, we have an extensive offering of "Made to Measure" services. These include ladies handbags, luggage, blankets, knitwear, men's shirts, and men's custom suiting. Ladies handbags can be made in a variety of exotic skins and precious leathers and in a variety of sizes and colors. Any of these items along with and Pier Luigi Piana; cable-knitted baby cashmere turtlenecks and "plaid" cashmere scarves; Keira boots in shearling with alpaca fur legs; bolts of fabric for the "Made to Measure" service off ered in select Loro Piana boutiques, including the Encore location FROM TOP LEFT: Sergio Loro Piana WYNN 79 PHOTOGRAPHS BY MAURIZIO PRACELLA (FABRIC); MICHELE GASTL (SWEATERS, BOOTS); ERIC VANDEVILLE/GAMMA (PORTRAIT)