LVMH 2019 . LV M H s t o r i e s
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L O R O P I A N A A v isual tr ibute to the Maison s craf tsman sh ip
Loro Piana is world-renowned for crafting the finest, softest and warmest cashmere, but few people know how it does this. In the film Cashmere The Origin of a Secret, the Maison reveals how it sources and processes raw material of exceptional high-quality. This is the first of three documentaries on the natural fibers used by Loro Piana. It also marks the Maison s first collaboration with French film director Luc Jacquet, who won an Oscar in 2006 for his documentary March of the Penguins. Before venturing into filmmaking, Luc Jacquet was an ecologist who specialized in the relationship between liv- ing creatures and extreme environments. Loro Piana s val- ues, which center on preserving traditional skills, touched a chord with him, because they echo his own beliefs. His new film takes us deep into the Mongolian and Inner Mongolian steppes to the birthplace of Loro Piana cash- mere. In this harsh environment, not far from the Gobi Desert, goat herders raise the Capra Hircus, or cashmere goat. Their delicate ecosystem is endangered by industrial -scale overproduction. That is why Loro Piana has a long- standing commitment to producing responsible cash- mere which not only protects Mongolian flora and fauna, but also improves the goat herders lives and helps them produce better quality cashmere over the long term. The documentary premiered at Shanghai s MIFA 1862 Art Center in October 2019, where it was accompanied by an immersive experience featuring Mongolian landscapes. At the event, the Maison also presented the Loro Piana Cashmere of the Year Award, which recognizes the expertise of the world s best cashmere producers. Cashmere The Origin of a Secret can be viewed on the Loro Piana website. It will be followed by two other films on vicuña and super fine The Gift of Kings® merino wool.
The film an event in itself celebrates the Maison s
craftsmanship and commitment to preserving nature.
