Loro Piana Returns for Second Year at the I.C.E. St. Moritz 2025

Loro Piana is a partner of the prestigious International Concours of Elégance, The I.C.E. St. Moritz, for the second year running.

The highly anticipated winter event for automotive connoisseurs and enthusiasts takes place on February 21-22 on the frozen St. Moritz lake, welcoming an impressive array of unique automobiles.   

Bridging past and present, excellence and elegance, Loro Piana’s presence further strengthens the Maison’s longstanding affinity with the world of classic cars and competitions, adding an exciting new chapter to a story that is an integral part of the its legacy. From 1987 to 2018, the Loro Piana Classic Cars Team made its mark in the exclusive world of classic car competitions, fielding 30 crews in prestigious endurance races, including the Mille Miglia, the Coppa d’ Oro delle Dolomiti, and the Winter Marathon. 

In conjunction with the event, Loro Piana is presenting an exclusive Capsule Collection inspired by the world of automobiles at its St. Moritz boutique. The collection features elegant and technical pieces, including men’s and women’s versions of the Roadster Storm System® in Linen Wish Wool, Cashmere and Cash Mouliné Tweed. There are also Plongé leather driving gloves and a cashmere and silk foulard with car-inspired motifs.  

The Loro Piana St. Moritz boutique has transformed its windows into veritable works of art, displaying miniature vintage cars “frozen” in resin ice cubes, joined by reduced-scale snow-blanketed mountain scenes, complete with illuminated chalets and faux fir trees, creating an idyllic atmosphere for discerning connoisseurs and collectors. 

ML Staff. Content/image(s) courtesy of LVMH