Loro Piana tours cashmere heritage through classic car race
June 27, 2016
LVMH-owned Loro Piana is retracing the steps of its cashmere from Beijing to Paris with a 37-day automotive race.
For the sixth Peking to Paris Motor Challenge, Loro Piana’s driving partners Giorgio Schön and Pierre Tonetti will carry a bale of cashmere in their 1971 Alfa Romeo Giulia Super. Throughout the more than month-long journey, Loro Piana is letting consumers follow along live on social media.
On the move
Over the 8,700 miles of terrain in the intercontinental classic car rally, the drivers will be tested in the Gobi Desert, the wilderness of Mongolia, the Siberian steppe and the Ural Mountains. From there, the competitors’ endurance will be necessary as they travel through Russia, Belarus, Poland, Slovakia, Hungary, Slovenia, Italy and Switzerland before reaching France.
Accompanying the Loro Piana team for the journey is a saddlebag filled with cashmere from the brand’s 2015 harvest, which will receive the Loro Piana Cashmere of the Year Award 2016.
The drivers wear Storm System Roadster Pebble Beach Concours d’Elegance outerwear and Roadster Villa D’Este jackets.
Making it personal to Loro Piana, the race follows the same route as its cashmere, which begins in China and Mongolia and eventually makes its way to Europe where it is made into apparel, accessories and other products.
Via a live feed on Spot, consumers can track where Loro Piana’s drivers are in real time, making them feel a part of the journey.