The LVMH group’s cashmere specialist has secured a prime location in the transalpine ski resort of Cortina d’Ampezzo. A hot spot for the jet set alongside Gstaad and Courchevel, Cortina is set to host the Winter Olympics from February 6 to 22, 2026.
On December 4, Loro Piana inaugurated its new boutique in the ski resort of Cortina d’Ampezzo. The opening comes almost two months before the start of the Winter Olympics, which will take place between the chic transalpine ski resort and the epicenter of Italian fashion, Milan.
More than just a boutique, it is a place where craftsmanship, heritage and, for the first time, Alpine lifestyle come together.
Chalet spirit at the summit
A brand rooted in Quiet Luxury and proud of its strong connection with nature, Loro Piana has chosen to set up shop in the historic heart of the jewel of the Dolomites, Cortina d’Ampezzo. To this end, the cashmere specialist has taken care to preserve a typically alpine environment that is as warm as it is timeless and authentic. This chalet concept is the first of its kind for the brand, which was founded in 1924 in Quarona. It is a way of showcasing its artisanal excellence. Loro Piana has opted for an authentic 1950s chalet that has been completely restored. The façade combines gneiss stone, typical of the Valsesia region, with lacquered metal details in the brand’s signature kummel shade and local solid wood.
The palette of natural and organic tones that defines Loro Piana’s identity is highlighted in the interior. Dark terracotta tiles lead visitors to interiors filled with soft beige, burgundy, and kummel tones, shades that are particularly prominent in the Fall/Winter 2025-26 collection. The walls are covered in cashmere, while the seating is made from Loro Piana Interiors furniture with hand-painted fiore di cardo patterns.
The boutique spans two levels, with women’s clothing, accessories, and lifestyle items on the ground floor. A staircase, flanked by alpine advertising archives, leads to the lower level, where the women’s and men’s ready-to-wear and footwear collections are displayed. There, a crackling fireplace surrounded by comfortable armchairs creates a warm atmosphere, ideal for discovering the Holiday 2025 collection, which includes ski and après-ski wear, evening wear, and timeless cashmere pieces that combine comfort and elegance. This is an opportunity to discover the Loro Piana 2025 ski capsule collection, which includes Defender and Traveller jackets, boots, and accessories, highlighting functionality shaped by refined design.
Loro Piana is the latest luxury brand to open a store in Cortina d’Ampezzo. Before it, Prada inaugurated a store, while Franz Kraler, Dior, and Louis Vuitton locations were given a facelift. This is a way of hoping to capture the 2.5 million visitors expected for the Winter Olympics. Renzo Rosso, the head of OTB Group (Diesel, Jil Sander, etc.), has just opened the renovated Ancora hotel. The estimated financial impact of this international sporting event is estimated at €5.3 billion.
Read also > When luxury hits the slopes in ski suits
Featured photo: © Loro Piana
