Loro Piana Celebrated a Successful Return at The I.C.E. St. Moritz 2025
Loro Piana proudly continued its partnership with the esteemed International Concours of Elegance, The I.C.E. St. Moritz, for a second year running.
The highly anticipated winter gathering for automotive connoisseurs and enthusiasts took place on 21-22 February on the frozen lake of St. Moritz, showcasing an exceptional selection of rare and iconic automobiles.
Blending heritage with innovation, excellence with elegance, Loro Piana’s involvement reinforced the Maison’s deep-rooted connection to the world of classic cars and competitive racing. This partnership added another compelling chapter to a legacy steeped in automotive passion. Between 1987 and 2018, the Loro Piana Classic Cars Team made a lasting impact on the elite circuit of classic car competitions, fielding 30 crews in prestigious endurance races, including the Mille Miglia, the Coppa d’Oro delle Dolomiti, and the Winter Marathon.
To mark the occasion, Loro Piana unveiled an exclusive Capsule Collection inspired by the world of motoring at its St. Moritz boutique. The collection featured refined yet technical pieces, such as men’s and women’s versions of the Roadster Storm System® in Linen Wish Wool, Cashmere, and Cash Mouliné Tweed. Complementing these were Plongé leather driving gloves and a cashmere and silk foulard adorned with car-inspired motifs.
The boutique’s window displays were transformed into captivating works of art featuring miniature vintage cars “frozen” within resin ice cubes. These were set against enchanting, snow-covered mountain scenes, complete with illuminated chalets and delicate faux fir trees, an immersive spectacle designed to delight discerning collectors and automotive enthusiasts alike.
