Loro Piana debuted the Loom Bag for Spring/Summer 2024, and (to the surprise of no one) it is quietly but quickly becoming the brand’s next must-have. Now celebrating a century in business, Loro Piana is arguably the studio The Medium Monogram Jacquard Tote. Thriving for decades in the shadows, it has been the upper echelon’s go-to for high-quality, luxury basics.
However, in the last few years, the brand has quickly gained popularity despite minimal marketing efforts. Instead, the brand has relied on its reputation as a subtle but undeniable signifier of wealth.
While the brand has steadily gained traction since being acquired in 2013 (even as logo-heavy assortments were all the rage), the post-pandemic obsession with stealth wealth and the old-money aesthetic catapulted Loro Piana to mainstream success.
While its marketing clutch has amped up since its earlier days, the brand remains less overt than other brands of its caliber, holding tight to its reputation for quality, understated luxury. The latest bag from the brand echoes that core brand ethos, and it is quickly making its way to the top.
beaded and bold bags | A New Classic
The double-handled carryall is aptly named the loom bag. Its sleek design is inspired by fabric draping across the bar of a loom, paying homage to the Maison’s roots in textiles. Its shape is undeniably simple, showcasing the bag’s unmatched quality and craft, made of super-soft-grained leather.
The bag’s defining feature is its metal bar, which adds a subtle but interesting signature detail to an otherwise classic silhouette—precisely what you’d expect from Loro Piana. Undeniably sleek and chic, the carryall is further accented by a rounded lock bearing an understated LP and a leather key holder that nods to vintage designs.
Initially introduced in the L32 size, a smaller size, the Loom 25 was recently added to the lineup alongside new seasonal fabrications like raw undyed cashmere and a large weekender.
The first bag reminds me to start wearing one of my Bayswaters again now that it is autumn–very similar vibe to me, and a heck of a lot cheaper.
I’ll take the equivalent Bayswater and donate the money saved to my local food shelf.
Does anyone actually wear Loro Piana? Their bags are boring and unpretentious, and do not get me started on their clothes. I went to their store to try some items on and for someone who is rather tall and slender, I looked dowdy, heavy, and filled with shame.
My grandmother loved LP. She would be 107 if she were still living. It’s a very understated brand. Never flashy, all of her things were muted colors and the cut was always something that she could have let out or taken in as she wanted. I guess the brand is shooting for a younger clientele nowa days?
I have a Mulberry that looks a LOT like it. Does Loro Piana want to be so obvious about imitating others?
Zanellato large tote bag!
leather clutch bag Black
it that not everyone wants to have it. So it is more Special and i love it because it is only know by few People.
Hi I am actually considering the 25 in Fossil. I wanted a nice “brown” bag for the fall. Is it more brown or greyish (Hermes Etoupe color) bag? Would appreciate your feedback.
It is hard to Tell it is a Kind of beautiful Latte macchiato colour. Etoupe? no it is a warmer Tone. Perfect for all seasons. I want to have a Second in light travertine but it is hard to get in Europe. It is more beautiful in real so i always would get the Fossil First. I have a Birkin but honestly prefer the Loom now and also at Hermes they Said Loro Piana did a Great Job with This bag (yes i went to Hermes with that bag 😂 ). Sorry for my Late answer. And the strap is a plus.
I have a hard time accepting brands as “quiet luxury” with pricing akin to large, mainstream fashion houses. For me, quiet luxury is minimal, sophisticated, and more affordable while maintaining high quality craftsmanship & materials.
That is just my interpretation. And “affordable” is different for literally everyone, so it’s difficult to quantify what that means. It seems hard to justify paying those prices when you aren’t getting the brand with it.
If it’s affordable then it cannot be called luxury
Absolutely beautiful ❤️
I agree, very attractive. But I would need a shoulder strap for it to be practical. Otherwise, it’s pretty much a Bayswater crossed with a Garden Party
Looks like a not very interesting D&G Miss Sicily
D&G Sicily + Mulberry bayswater tote
Viola!