ML - Aspen Peak

2014 - Issue 2 - Winter

Aspen Peak - Niche Media - Aspen living at its peak

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Managers and office staff of Loro Piana predecessor Fratelli Lora and Company woollen mill, in Valsesia, Italy, in the late 1800s. "I t's like your first date being with Marilyn Monroe!" exclaims the captain of the Rainbow, describing the 131-foot, J- Class superyacht— one of just six in the world. Stealthily slicing the azure waters of the British Virgin Islands, we've just set sail with the official Loro Piana race crew during the 2014 Loro Piana Caribbean Superyacht Regatta & Rendezvous. If one's first introduction to yachting is aboard this beauty, her curves are seductive indeed. Pier Luigi Loro Piana, vice chairman of the eponymous Italian textile and luxury goods brand, and Matthieu Brisset, Loro Piana's new CEO from LVMH, huddle near the mas- sive helm, strategizing with top sailors from around the globe. The mood is intense, yet jubilant, and when the Rainbow's captain barks "high side," a f lurry of navy hats and shirts f lee to the opposite side of the deck. We round Sir R ichard Branson's Necker Island, and once steadily at sea, Pier Luigi surrenders the helm to Brisset and sits beside me. Dressed as one of the crew, at age 63 his casual salt-and-pep- per hair, groomed mustache, and tanned laugh lines befit a savvy Italian aware of his good fortune. He launches into explanation of his love of jazz, saying, "I named my yacht My Song. Jazz and sailing are my passions," he grins, adding, "besides wool and cashmere." Considering his recent decision to sell a majority of his sixth-generation family business to LVMH—the European luxury conglomerate acquired an 80 percent stake in Loro Piana in July 2013 for 2 billion euros (about $2.5 billion USD)—Pier Luigi, who remains hands-on in his vice chair- man role, is quick to smile, explaining that the two entities share similar values. In turn, he feels his company is tacking in the right direction. Pier Luigi is known to seize the moment, whether at sea, with family, or in a boardroom. And though he may claim world-class jazz musicians among his coterie and sail the largest yachts in the ocean, he can also be found in a dinghy on Lake Burma, scouring the far reaches of the earth for the kinds of exquisite textiles his customers associate with his brand. His latest gem is the fiber of the lotus f lower, which is woven into an exclusive, lightweight blazer. This discovery is a frontrunner in the company's evolving commitment toward sustainable luxury—a buzzword among top-tier brands vying for the attention of a particularly discerning clientele, one that increasingly prioritizes social conscience along with fab- ric quality and design innovation. According to a recent study published by the Swiss Company CIBJO, the World Jewellery Confederation, lux- ury brands such as Loro Piana may lose business if an emphasis on corporate and social responsibility (CSR) isn't achieved. Jonathan Kendall, CIBJO's president of marketing and education, elaborates, noting, "Post-recession luxury consumers have changed for good, and corporate responsi- bility will be directly linked to a luxury company's profitability in the future." Additionally, during the Sustainable Luxury Forum held in Geneva in June 2013, the Ethical Consumer Research Association (ECR A), a UK non- profit, warned that if luxury brands don't practice ethical standards, they will experience exceeding pushback from increasingly educated consumers. According to the 2013 Cone Communications/ Echo Global Study on CSR, nine out of 10 global consumers want companies to exceed minimal standards required by law to operate responsibly; 87 percent surveyed said they would actually boycott companies that practice irresponsible behavior. As such, Pier Luigi explains, "We are looking for quality— that strateg y will never change—but with the mentality to respect nature, to respect the environment; how we produce and manufacture. We try to discover what nature can give us without trying to pollute. This is very important—to do less damage to this world." THE CALL OF CR AFTSMANSHIP It's readily apparent that Pier Luigi's dedication to uncover- ing rare fibers is rooted in his family's longstanding affair with fine textiles. Officially established in 1924 by Pietro As high-end fashion houses steer toward a luxury sector that's increasingly concerned with sustainability, Loro Piana is decidedly—and beautifully—right on course. aspenpeak-magazine.com  185

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