Loro Piana participates in The I.C.E. St. Moritz

For the third year in a row, Loro Piana participates as a partner in The I.C.E. St. Moritz, the prestigious International Concours of Elégance. This highly anticipated two-day winter event dedicated to automotive connoisseurs and enthusiasts takes place on January 30th and 31st, 2026, on the frozen lake of St. Moritz, featuring an impressive lineup of unique cars.

Blending art and design, mechanical excellence, and lifestyle, The I.C.E. transforms the traditional concours format into a dynamic ice exhibition that captivates collectors, designers, and enthusiasts from around the world, celebrating beauty and innovation.

Loro Piana’s involvement further solidifies its deep and authentic connection to the world of classic cars and competitions, adding a new, exciting chapter to a story integral to the Maison’s legacy. From 1987 to 2018, the Loro Piana Classic Cars Team made its mark in the exclusive world of classic car competitions, fielding approximately 30 crews in prestigious endurance races, including the Mille Miglia, the Coppa d’Oro delle Dolomiti, and the Winter Marathon.

The Bugatti Type 23 Brescia 1923, which is on display in front of the Maison’s lounge, won the Pebble Beach Chairman Award in 2011. This car competed in the La Festa Mille Miglia in Japan in 2015. The Bugatti belongs to Giuseppe Redaelli, President of the FIA International Historical Commission and President of the Autodromo Nazionale Monza, who was a member of the Loro Piana Classic Cars Team, and has won prizes when competing for the Loro Piana classic cars team.

The passion for driving spurred the creation of a quintessential Loro Piana classic, the Roadster jacket, designed in 2004 to celebrate the 75th Anniversary of the Concorso d' Eleganza di Villa d' Este on Lake Como. Versatile, lightweight, warm and wind-resistant, it has a sleek line that allows for ultimate comfort when driving. This jacket represents the affinity between the Maison and the world of classic cars. It offers freedom of movement thanks to its impeccable construction. An exclusive capsule collection, dedicated to this year’s The I.C.E. and developed explicitly for the event, spotlights a Roadster in Cash Herringbone Coarsehair Storm System® for men and the Roadster Mini Field jacket in Cash Cheviot Coarsehair Storm System® for women. The Roadster Halfzip knit in cashmere with a two-tone diagonal motif, plongé leather driving gloves, and a cashmere and silk foulard printed with car-inspired imagery complement the offering.

The capsule is exclusive to Loro Piana’s St. Moritz boutique, featuring a dedicated window that play with the concept of four wheels gliding across snow. A snow-frosted slope sweeps down the main window, showcasing a frosted chevron pattern reminiscent of tire tracks with miniature vintage cars racing down.

The judges of The I.C.E. concours wear the iconic Grande Unita scarf and a Cashmere Storm baseball cap in signature kummel, while the winners of this year’s edition receive exclusive deep blue Roadsters, the official colour of The I.C.E. St. Moritz.

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