Loro Piana once again partners The I.C.E.St. Moritz 

For the third consecutive year, Loro Piana was a partner of the International Concours of Elégance, The I.C.E. St. Moritz. Held on January 30-31st on the frozen St. Moritz lake, the winter event is eagerly awaited by automotive connoisseurs and enthusiasts. This year’s edition featured a unique selection of exceptional cars in an exclusive ambiance that resonates perfectly with the Loro Piana universe.    

Loro Piana’s involvement adds a new chapter to the Maison’s deep and authentic connection with the world of classic cars and competitions. From 1987 to 2018, the Loro Piana Classic Cars Team made its mark at prestigious endurance races, from the Mille Miglia to the Winter Marathon. A symbol of this legacy, a Bugatti Type 23 Brescia 1923 is on display in front of the Loro Piana lounge, spotlighting this exceptional engagement.    

This passion also spurred the creation of a capsule collection dedicated to this year’s The I.C.E., presenting the classic Loro Piana Roadster jacket, the Roadster Half-Zip sweater, driving gloves and a silk foulard printed with car-inspired imagery. A partner of the event all the way to elegant details, Loro Piana dressed Concours judges and presented winners with exclusive Roadsters in deep blue, the official color of this year’s event/The I.C.E. St. Moritz.   

With this participation in The I.C.E. St. Moritz, Loro Piana reaffirms its prowess in creating an elegant dialogue that embraces heritage, craft, innovation and refined art de vivre at the heart of an exceptional event celebrating the beauty of refined gestures and movement.