Loro Piana has taken over the French Riviera

You might not be aware of it, but cashmere master Loro Piana has a long and extensive history with the sport of sailing. The Loro Piana family in particular has always been passionate about the sport, with its core members historically yachting on the lakes near Valsesia. Meanwhile superyacht owner and Loro Piana deputy chairman Pier Luigi Loro Piana actually takes to the high seas himself, competing in some of the sailing world's most prestigious competitions. What's more, some of the Loro Piana Icons of clothing crashed out of the sea. The Defender, the traditional Loro Piana bomber cut from a highly durable, waterproof Windmate fabrication was created in 2003 on reflection of the brand's interlaced relationship with yachting, while the signature White Sole shoes have a sailing heritage.

And so it makes sense that Loro Piana has further cemented its relationship with sailing by becoming the new Title Sponsor of the Giraglia Regatta, which was started in 2953 and is one of the most prestigious events in top-level sailing. The sponsorship, which sits in the same ilk as partnerships such as that between Ralph Lauren and Wimbledon or Prada and The America's Cup, reflects the Loro Piana family's passion for the sport. My Song, Loro Piana's yacht, the fifth in a series of boats of the same name, will compete, as led by Pier Luigi Loro Piana.

Loro Piana has a long history of sponsoring other sailing events too, and the house was a partner of the Settimana dei Tre Golfi held in Naples and Capri in cooperation with the Circolo del Remo e della Vela Italia from 2004 to 2008 and also sponsored the Loro Piana Superyacht Regatta held in Porto Cervo in cooperation with the Yacht Club Costa Smeralda from 2009 to 2021.

Organised by the Yacht Club Italiano with the support of the Société Nautique de Saint-Tropez, the Giraglia Regatta takes place on the Riviera from June 7th to June 15th, and Loro Piana has made its presence down there known. In the world-famous port of Saint-Tropez, where there is already a Loro Piana store that stocks the sort of low-key resortwear that would've had Bridget Bardot and Jacques Charrier slamming their bank cards down, the brand has opened an ultra-chic (you'd expect nothing else) lounge prime for observing the race. Situated down at the Loro Piana Giraglia Lounge and Race Village in the port of Saint-Tropez, the lounge with its outdoor terrace is decorated in the tones of beige, green, and brown that make up the Piana colour palette. The outpost is furnished in the Interiors Delight Collection by Exteta, making the Loro Piana experience much more than just super soft for clothes for anyone who visits.

But for those who are about the clothes, Loro Piana has dropped a limited edition range of Regatta-esque gear. A special edition of the Loro Piana Bomber now comes in Windwish, which has been designed to celebrate the regatta, alongside the Loro Piana Giraglia Defender, will be awarded to the winners of the races. A special edition Loro Piana Giraglia Bomber and the Giraglia Open Polo are available to buy in the Maison’s Saint-Tropez store.

Meanwhile, for those wanting a slice of the Loro Piana lifestyle, but not necessarily into off-shore sailing, the brand has taken over a Saint Tropez icon. Piana has brought that same Italian elegance and relaxed summer living seen at its regatta louge to La Réserve à la Plage on Pampelonne Beach. This is the second year Loro Piana has collaborated with the famous beach club, and the house's motifs and colours adorn furniture, umbrellas, and cushions. It's Instagram fodder, but done in the chicest, most luxury way.

The entire activation down in Saint Tropez just goes to show the versatility of the Loro Piana brand. While it might be best known for its cashmere knits, and association with the quiet luxury of financiers such as Kendall Roy, this latest move is more than just an advertising campaign and it actually casts a light on the luxury label's adventurous spirit. It follows as Loro Piana gets in touch with its wild side, through a small capsule collection with hiking brand Roa, as well as a performance and hiking-heavy "into the wild" collection, which exists an "exploration of reconnection – with ourselves, with others, and with nature." Sea, city or woods, Loro Piana can do it all.

loropiana.com

Like this? Read aboutCrockett & Jones: the beating heart of proper British footwear

Become a Gentleman’s Journal member. Find out more here.