Loro Piana has chosen Princess Elisabeth von Thurn und Taxis as ambassador of the new knitwear collection in Vicuña

Journalist, writer, but also socialite and fashion icon with an elegant and refined style, Elisabeth von Thurn und Taxis she is the second daughter of Gloria di Schönburg-Glauchau and Prince John of Thurn und Taxis as well as the princess of one of the most important and ancient families of the German aristocracy. Born in 1982, Elizabeth grew up in the imposing St. Emmeram Castle in Regensburg, but today she divides her time between Rome, London and New York, where she continues her editorial projects, as well as curatorship and patronage works and the many collaborations with fashion, when she’s not on the road for adventurous exploration – on her Instagram you can find shots of every corner of the world – or engaged in some extreme sport – Elisabeth has a certain talent for kite surfing, as well as for skiing or canyoning.

Elisabeth von Thurn und Taxis © Loro Piana

The eclectic personality and its classic and refined style have made it perfect ambassador of Loro Piana, who chose her as testimonial for the launch of the new capsule collection dedicated to vicuña. After all, who better than her could reinterpret what the ancient Inca population considered the “fiber of the gods”, the exclusive frieze of kings? But let’s go in order. For those who do not know the vicuña is a species of camelid (close relative of alpaca and llama) that populates the Andes at an altitude of over 4,000 meters. These wonderful animals, once considered sacred, have been for centuries victims of a wild hunt that almost led to extinction. The reason? Their very precious coat with a characteristic golden color – made up of very thin, short and very dense fibers – is incredibly effective in retaining heat.

Elisabeth von Thurn und Taxis © Loro Piana

To get an idea of ​​the value of this ultra-fine fiber, just think that 35 vicuñe are needed to produce just one coat and that each single specimen produces only 200 grams of raw material. The strong demand for this wool compared to an extremely limited supply allowed – after the fall of the Inca Empire – the spread of relentless poaching to the point that in the 60s the vicuñe population dropped to up to 5 thousand specimens and the government decided to ban its trade. It was only thanks to the commitment of Franco Loro Piana that in 1994 the brand gave life to the first consortium and signed an agreement with the Peruvian government and the Andean communities for the exclusive right to purchase, work and distribute the fiber coming only from vicuñe shorn alive, then freed again in order to safeguard the species.

The shearing process takes place once every two years during the Chaccu, a centuries-old ritual celebrated between music and dances by the local communities of campesinos, to which the usufruct and the proceeds of the shearing are reserved. After the establishment of the consortium, and with the creation of the first private nature reserve in Peru, named after Franco Loro Piana, in 2008, the number of vicuñas finally returned to grow, confirming not only the success of the project but also the importance of protecting this priceless natural heritage living in the highlands of the Andes. Furthermore, confirming Loro Piana’s commitment to safeguarding the species and protecting the territory, the maison guarantees the full traceability: each garment in Vicuña is accompanied by a certificate that certifies its origin and documents its journey, from South America to the final customer.

Elisabeth von Thurn und Taxis © Loro Piana

The way Vicuña is produced, the softest and finest cashmere there is, is what makes it so special. First of all, the animals live at more than 4,000 meters high in the Andes! Loro Piana takes care of these rare creatures to stay in their natural habitat and extract only the fleece from the chest, the softest part, for their sweaters. So you can imagine how long it takes to make a single pullover! La Vicuña is a circular project of pure luxury, from start to finish! Personally, what excited me was the idea of ​​working with a brand that values ​​high quality, a sense of tradition, the know-how of craftsmanship. Putting nature first is true luxury. In a period in which most fashion brands have tried to monetize one “trend” after another in a senseless way, and do nothing but mass-produce more and more collections, the quality and sense of a brand’s DNA gone lost. Loro Piana is the antithesis of all this. Thanks to their commitment to quality, their origins and family-run business and their enthusiasm for sustainable and circular production, I believe they are a brand that is both modern and timeless. For all these reasons I was immediately enthusiastic to collaborate with the maison”Declared Elisabeth von Thurn und Taxis.

Elisabeth von Thurn und Taxis © Loro Piana

Princess Elisabeth von Thurn und Taxis, portrayed in the splendid setting of the Chesa Plantain Samedan and the Waldhaus in Sils Maria, has reinterpreted the new ultra-light knitwear collection in Vicuña. A line of fine sweaters, with classic and elegant lines, proposed in one delicate pastel palette that ranges between shades such as yellow or blue. These special colors – carefully dosed so as not to damage the fiber – are made with the fleece obtained from the vicuña chest which stands out from the rest of the coat for its lighter shades and represent a further demonstration of Loro Piana’s constant research of materials noblest and most sophisticated processing techniques. Are you curious to personally experience the softness of the finest and rarest fiber in the world? The Loro Piana collection in Vicuña is already available in all Loro Piana flagship stores and online on the website loropiana.com.

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