From October 17 to November 3, Loro Piana (Instagram) celebrates its enduring bond with New York City through a landmark installation and exclusive product offering at Bergdorf Goodman. The project transforms the iconic Fifth Avenue retailer into a stage for storytelling, highlighting the Maison’s century-long heritage, its relentless pursuit of excellence, and its deep ties to the city that shaped its evolution into a global luxury house.
The installation takes over Bergdorf Goodman’s men’s and women’s windows, alongside a dramatic animated façade and an in-store personalization service. Each element reflects Loro Piana’s journey from raw material to finished product, offering a poetic narrative of craftsmanship and creativity. The windows, conceived with extraordinary attention to detail, draw upon the Maison’s codes and history, filtered through a refined Art Deco sensibility. Wooden puppets, illuminated golden palettes, and miniature tableaux bring to life the voyage of fibres, from cashmere goats to the storied mills of Quarona in Piedmont, Italy, where artisans transform raw material into the fabrics that define Loro Piana’s understated yet unmistakable luxury.
The women’s windows unfold like chapters of a storybook. “Masters of Fibers” depicts the long journey of cashmere, transported in tiny trucks across continents. Another vitrine celebrates Baby Cashmere, with miniature goats floating among clouds in delicate shades of brown, symbolizing the fibre’s rarity and weightless softness. The thistle flower, an emblem of the House since 1951, is given pride of place in a lush field of vases, a nod to its historic use in brushing fine fabrics at the Quarona factory. The New York skyline itself appears in another display, framed against a kummel-coloured backdrop, while Loro Piana’s artisans are immortalized with magnifiers and needles in hand, a tribute to their tireless precision. Painterly sketches by Marcello Dudovich, the pioneering Italian artist whose works adorned early Loro Piana spaces, bring an Art Deco flourish to another window. The final vitrine showcases a foulard created exclusively for Bergdorf Goodman, the thistle motif surrounded by globes that trace the journey of fibres from around the world to New York.
The men’s windows echo this narrative with equal reverence for craft and playfulness. Vintage miniature cars race across the iconic Suitcase Stripe motif, referencing Loro Piana’s passion for travel and classic automobiles. Another window highlights fibre bales stamped with the Maison’s coat of arms, symbols of authenticity and provenance. In one vignette, Pier Luigi Loro Piana’s maxim “Luxury is inextricably linked to quality” is woven into fabric on a wooden loom. The sequence culminates in bolts of fabric stacked like a traditional shop display, recalling the brand’s pioneering vision in the 1990s to present fabrics openly, inviting clients to touch and experience their sensory richness.
The façade of Bergdorf Goodman’s women’s shop amplifies this narrative through an animated light display, blending architecture and storytelling. Dynamic mapping transforms the building’s geometric lines and curves into a cinematic journey that begins in Piedmont in 1924, with the symbolic thistle flower and the Quarona factory, and ends in New York. The interplay of light, form, and history embodies the Maison’s commitment to innovation without losing sight of its roots.
To accompany the installation, Loro Piana presents an exclusive collection available only at Bergdorf Goodman. For men, a softly structured wool overshirt in warm rust is paired with tailored trousers, a study in sophistication and ease. For women, a tonal grey cashmere ensemble flows gracefully along the silhouette, punctuated by a cloche hat in a bold animal print for a playful twist. The capsule, offered in refined fabrics and colourways unique to Bergdorf Goodman, underscores Loro Piana’s philosophy of whispered hyper-luxury: quiet, versatile, and uncompromisingly crafted.
Inside the store, personalization takes centre stage with a bespoke embroidery service for two icons of the Maison: the Grande Unita scarf and the Unito blanket. First introduced in the early 1980s, the Grande Unita scarf holds a special place in Loro Piana’s history, it was the House’s first finished product, born of pure cashmere cloth from the Quarona factory, and became a cornerstone of the brand’s expansion from fabric-making to finished luxury goods. Now, clients can customize both scarf and blanket with initials embroidered under the guidance of expert artisans, transforming each into a one-of-a-kind heirloom. Offered in a palette of muted neutrals, earthy tones, pastels, and the House’s signature plaids, the pieces reflect the seamless harmony of heritage and modernity.
For Loro Piana, New York has always been more than a backdrop, it has been a catalyst. Sergio and Pier Luigi Loro Piana first came to the city in the 1980s, finding inspiration in its art, galleries, and streets. In 1989, the Maison opened its first office in New York, marking the beginning of a new era. By 1994, its concept store debuted between Park and Madison Avenue, introducing clients to sensorial fabrics alongside finished products such as the Grande Unita scarf and the Horsey jacket. This pioneering approach laid the groundwork for future flagships, first in Milan in 1998 and then on Madison Avenue in 1999, later expanded into one of the world’s most distinguished luxury destinations.
Bergdorf Goodman has been a vital partner in this journey. Beginning with accessories in the 1990s and culminating in exclusive collaborations in the early 2000s, the retailer has consistently showcased Loro Piana’s artistry. Now, in 2025, that relationship is celebrated with a spectacular homage that unites both institutions’ histories while pointing toward the future of luxury retail.
With its windows transformed into narrative stages, its façade animated with light and story, and its halls offering personalized heirlooms, Bergdorf Goodman becomes more than a store, it becomes a living testament to Loro Piana’s vision. This fall, the Maison returns to New York not only to honour its past but to reaffirm its enduring philosophy: luxury as a balance of heritage, innovation, and whispered elegance.
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