Loro Piana at The I.C.E. St. Moritz: A Confluence of Elegance and Automotive Excellence

In the pristine expanse of the Swiss Alps, Loro Piana proudly announces its inaugural partnership with The I.C.E. St. Moritz, The International Concours of Elegance. Set against the breathtaking backdrop of the frozen lake of St. Moritz, this event marks a pivotal moment, blending the worlds of luxury fashion and classic automotive elegance. Loro Piana's participation in this esteemed event, held on February 23rd, 2024, underscores its longstanding commitment to the pinnacle of craftsmanship and the spirit of classic car connoisseurship.

The I.C.E. St. Moritz stands as a beacon of automotive heritage, showcasing over fifty unique cars, including a remarkable 1923 Bugatti Brescia T23 16 Valvole. This event not only celebrates the mechanical marvels of yesteryears but also serves as a testament to the enduring allure of classic cars, set in the picturesque Engadin Valley​​​​.

Echoing the Maison's deep-rooted affinity for elegant classic cars, Loro Piana unveils the Roadster I.C.E. 2024 Exclusive Edition. A homage to the Concorso d’Eleganza Villa D’Este's 75th anniversary, this special edition jacket, available exclusively at the Loro Piana St. Moritz store, encapsulates the essence of speed, elegance, and performance. The winners of the 2024 International Concours of Elegance will be adorned in navy-blue Roadsters, mirroring the official hue of The I.C.E. St. Moritz, adding a touch of Loro Piana's distinguished elegance to the prize ceremony.

Within the Loro Piana lounge, a 1925 Bugatti Brescia T23, meticulously customized with the Maison's fabric, stands as a symbol of the intertwined legacy of Loro Piana and the world of classic automobiles. This display not only highlights Loro Piana's craftsmanship but also celebrates the rich tapestry of automotive history and design.

Since 1987, Loro Piana's Classic Car Team has epitomized the Maison's passion for the refined world of classic cars, participating in prestigious rallies and embodying the spirit of adventure and elegance. From the scenic routes of Italy to the historic landscapes of Kyoto, Loro Piana's crews have showcased the brand's commitment to excellence and heritage in the realm of classic automotive events.

Conceived by Marco Makaus in 2019, The I.C.E. St. Moritz has redefined the concours d’élégance, marrying art and sport in a celebration of automotive beauty and innovation. This event, held with utmost respect for the natural beauty of Engadin, offers a unique platform for the appreciation of classic cars, underlining the importance of heritage and preservation in the automotive world​​.

As Loro Piana steps onto the icy stage of The I.C.E. St. Moritz, it brings forth a legacy of luxury, craftsmanship, and an unwavering passion for classic cars. This partnership heralds a new era of elegance, where the worlds of haute couture and automotive excellence converge, setting a new benchmark for luxury and heritage in the heart of the Swiss Alps. Stay tuned for more Loro Piana news.