For the second consecutive year, Loro Piana participates as partner in The I.C.E. St. Moritz, the esteemed International Concours of Elégance. This highly anticipated winter event for automotive connoisseurs and enthusiasts takes place over two days on February 21 and 22 on the frozen lake of St. Moritz, hosting an impressive set of unique cars.
Bridging the past and present, excellence and elegance, Loro Piana’s presence further solidifies its deep, authentic connection with the world of classic cars and competitions, adding a new exciting chapter to a story that is an integral part of the Maison’s legacy. From 1987 to 2018, in fact, 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.
In keeping with this tradition, Loro Piana supports The I.C.E. and showcases two pre-WWII cars: the 1938 Aston Martin C-Type, one of only six originals remaining, which takes part hors-concours, and the MG PA, an original unrestored and preserved racing car that is on display in the Loro Piana lounge. Both cars belong 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 1934 MG PA won 1st in class at the 2009 Flying Scotsman while the 1938 Aston Martin was displayed at the Aston Martin Centenary Celebrations in Kensington Palace Gardens. The passion for driving spurred the creation of a quintessential Loro Piana classic, the Roadster jacket, designed to celebrate the 75th Anniversary of the Concorso d’ Eleganza di Villa d’ Este on Lake Como.
An exclusive Capsule Collection, dedicated to this year’s The I.C.E. and specifically developed for the event, spotlights a men’s and women’s version of the Roadster Storm System® in linen Wish® Wool and Cashmere and Cash Mouliné Tweed, respectively. The Roadster Halfzip knit in Cashmere, 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 dedicated windows that play with the concept of ice, a nod to the event’s name and a way to honour preserving the past. Miniature vintage cars appear “frozen” inside resin ice cubes in the window displays, which also feature shrunken replicas of snow-blanketed mountain scenes dotted with small lit-up wooden chalets and faux fir trees – an idyllic atmosphere for discerning connoisseurs and collectors.
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 I.C.E. St. Moritz.