Dresscode, St. Moritz

Home
Dresscode
Quiet Luxury, Perfected: Loro Piana on the Frozen Lake of St. Moritz

Quiet Luxury, Perfected: Loro Piana on the Frozen Lake of St. Moritz February 3, 2026Dresscode, St. MoritzOff

Loro Piana on Ice: A Study in Elegance at The I.C.E. St. Moritz 2026

On the frozen surface of Lake St. Moritz, where winter light sharpens every line and silence feels almost ceremonial, Loro Piana once again claims its natural place at the crossroads of style, heritage, and motion. For the third consecutive year, the Italian Maison partners with The I.C.E. St. Moritz, the International Concours of Elegance that transforms automotive excellence into a living exhibition on ice.

More than an event, The I.C.E. has become a ritual. A rare moment where collectors, designers, and aesthetes gather not merely to admire machines, but to celebrate beauty in movement. Here, classic cars are not static relics but living sculptures, gliding across the frozen lake with an almost poetic restraint. In this setting, Loro Piana’s presence feels instinctive – a Maison that understands elegance as something quiet, precise, and enduring.

The bond between Loro Piana and the world of classic automobiles runs deep. From historic races to concours d’élégance, the Maison has long embraced the culture of driving as an expression of freedom, craftsmanship, and time-honoured performance. It is a passion that continues to shape its aesthetic language, where functionality never compromises refinement.

Standing before the Maison’s lounge this year is a symbol of that legacy: a 1923 Bugatti Type 23 Brescia, an icon of automotive history whose pedigree reflects the same values Loro Piana champions – rarity, authenticity, and timeless design.

This spirit finds its sartorial counterpart in one of the Maison’s most emblematic creations: the Roadster Jacket. Originally conceived for drivers, it remains a perfect expression of Loro Piana’s philosophy – protective yet lightweight, technical yet elegant, designed for movement but effortlessly suited to life beyond it.

For the 2026 edition, Loro Piana unveils an exclusive capsule collection, created especially for St. Moritz and available only at the local boutique. At its heart are refined outerwear pieces crafted in Storm System® cashmere blends, accompanied by luxurious knitwear, driving gloves in supple leather, and silk-cashmere accessories adorned with subtle automotive motifs. Each piece is designed to perform in extreme conditions while retaining a sense of understated sophistication.

Even the boutique becomes part of the experience. The window display evokes motion across snow, with frosted patterns recalling tire tracks and miniature vintage cars set against an icy landscape. It is a discreet mise-en-scène, where design mirrors the poetry unfolding on the lake.

At The I.C.E., luxury does not announce itself. It glides. It whispers. It leaves its trace not in spectacle, but in memory. And in this frozen theatre where art, engineering, and lifestyle converge, Loro Piana reminds us that true elegance is not about standing still, but about moving forward – beautifully.

For more information, visit www.loropiana.com

Tags: alpine lifestyle, automotive culture, classic cars, concours d’élégance, design and lifestyle, Italian craftsmanship, Loro Piana, luxury events, Luxury Fashion, quiet luxury, The I.C.E. St. Moritz, What We Adore Magazine, winter elegance