In the magnificent Swiss Alps, Loro Piana is delighted to announce its inaugural partnership with The I.C.E. St. Moritz, The International Concours of Elegance. Set against the backdrop of the frozen lake of St. Moritz, this event represents a significant fusion of luxury fashion and classic automotive elegance. Loro Piana’s involvement in this esteemed event, which occurred on February 23rd, 2024, underscores its continued commitment to superior craftsmanship and the spirit of classic car connoisseurship.
The I.C.E. St. Moritz: A Showcase of Automotive Artistry
The I.C.E. St. Moritz stands as a symbol of automotive heritage, showcasing over fifty unique cars, including an impressive 1923 Bugatti Brescia T23 16 Valvole. This event not only pays homage to the mechanical marvels of the past but also serves as a testament to the enduring allure of classic cars, all set against the picturesque backdrop of the Engadin Valley.
Loro Piana’s Homage to Classic Car Elegance: The Roadster I.C.E. 2024 Exclusive Edition
In a demonstration of the Maison’s profound respect for elegant classic cars, Loro Piana unveils the Roadster I.C.E. 2024 Exclusive Edition. Honouring the 75th anniversary of the Concorso d’Eleganza Villa D’Este, this special edition jacket, exclusively available at the Loro Piana St. Moritz store, captures the essence of speed, elegance, and performance. The winners of the 2024 International Concours of Elegance will be adorned in navy-blue Roadsters, echoing the official hue of The I.C.E. St. Moritz, adding a touch of Loro Piana’s distinguished elegance to the prize ceremony.
An Ode to Automotive History: The Loro Piana Lounge
The Loro Piana lounge features a 1925 Bugatti Brescia T23, meticulously customised with the Maison’s fabric, symbolising the intertwined legacy of Loro Piana and the world of classic automobiles. This display not only showcases Loro Piana’s craftsmanship but also celebrates the rich tapestry of automotive history and design.
Loro Piana and The World of Classic Cars: A Legacy of Passion and Elegance
Loro Piana’s Classic Car Team has embodied the Maison’s passion for the refined world of classic cars since 1987, participating in prestigious rallies and embodying the spirit of adventure and elegance. From the scenic routes of Italy to the historic landscapes of Kyoto, Loro Piana’s crews have showcased the brand’s commitment to excellence and heritage in the realm of classic automotive events.
The I.C.E. St. Moritz: A Fusion of Art, Sport, and Tradition
Created by Marco Makaus in 2019, The I.C.E. St. Moritz has redefined the concours d’élégance, merging art and sport in a celebration of automotive beauty and innovation. This event, held with utmost respect for the natural beauty of Engadin, offers a unique platform for the appreciation of classic cars, emphasising the importance of heritage and preservation in the automotive world.
A Legacy of Elegance on Ice
As Loro Piana enters the icy stage of The I.C.E. St. Moritz, it brings forth a legacy of luxury, craftsmanship, and an unwavering passion for classic cars. This partnership heralds a new era of elegance, where the worlds of haute couture and automotive excellence converge, setting a new benchmark for luxury and heritage in the heart of the Swiss Alps. Stay tuned for more Loro Piana news.
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