In fashion, there are a handful of luxury brands that prefer to lurk in the shadows. Think: The Row, Hermès, and Brunello Cucinelli among them. The pieces they produce are so well-made that clients flock to them without much prodding; they don’t need to invest in splashy advertising or celebrity red carpet placements to make a sale. (Hermès has notably devised a system where sales associates have to offer you a bag—if you spend enough in their stores and hit the pre-spend threshold, that is.) But come 2025, there is one quiet luxury label that is choosing to come into the spotlight: Loro Piana, the Italian luxury fashion house known for its sumptuous wool sweaters and coats, which can cost upwards of $33,000.
If you tuned into the 2025 Golden Globes or the National Board of Review red carpets this month, you have definitely seen some Loro threads being worn by the A-list crowd. Whereas the brand has strayed from red carpet dressing in the past, Loro Piana designs are suddenly everywhere. At the Globes, Jeremy Strong delighted in a seafoam Loro Piana velvet suit, complete with a cashmere turtleneck and matching bucket hat. It was one of the most-discussed looks of the night, an unusually-bold style moment for a brand that typically releases restrained wardrobe staples. Clearly, they were vying to be noticed.
Loro’s push to the forefront didn’t end there. This month alone, other men of the moment like Drew Starkey have also worn the label on the step and repeat (though Starkey opted for a more classic and timeless look—a black double-breasted suit). At the Academy Museum Gala, Sebastian Stan and Jon M. Chu sported the label's suits, and Gwyneth Paltrow, Emma Stone, and Daisy Ridley also count themselves as fans of Loro Piano tailoring.
Why the sudden celebrity push? In a red carpet arena where stars are often wearing the most outré and head-turning designs that designers have to offer, perhaps Loro seens a niche in the market for softer and more subdued offerings. Where some A-listers prefer to peacock, the brand may be banking on A-listers who prefer a more sophisticated look. It’s an approach that other quiet luxury brands have taken this year—like Phoebe Philo, which commanded red carpets last year, and was seen on stars like Kendall Jenner and Chloë Sevigny.
If the Loro look—polished, unfussy, deliberately restrained—has a time to shine, now is the moment. As the political climate intensifies and the economy continues to falter, it is certainly a sobering time in fashion; Loro’s subtle garments feel right for today while still offering that signature Hollywood polish. Plus, should the fashion pendulum ever swing in the other direction again, the clothes will never go out of style. They are investment pieces that are simply worth the splurge. So, start saving those coins—2025 is bound to be the year of Loro Piano
