WWD Digital Daily

Euro Swing

- — S. S.

Loro Piana has revealed the uniforms it designed for the European team competing at the 2023 Ryder Cup, golf’s greatest team tournament that this year will be held in Italy for the first time.

Strengthen­ing a collaborat­ion that kicked off in 2016, the luxury label controlled by LVMH Moët Hennessy Louis Vuitton will provide the official on- and off-course uniforms for Team Europe’s athletes and their entourages for the event, which will run from Sept.

25 to Oct. 1 at the Marco Simone Golf & Country Club in Rome, owned by Lavinia Biagiotti Cigna.

Founded in 1927, the biannual competitio­n pits Europeans against America’s best players, alternatin­g locations between Europe and the U. S. too. In light of the different latitudes of the hosting golf clubs, the tournament has represente­d an occasion

for Loro Piana to test new properties of its fabrics, since the brand’s goal is to offer uniforms that combine its signature understate­d luxe style with performanc­e, functional­ity and comfort. To this end, for the first time Loro Piana relied on 3D technology to simulate the clothing’s reaction during a swing, for example, and further guarantee ease of movement during play.

The six looks include a short-sleeved polo with a shirt-style collar and a high-neck shirt with zipper in the Comfort Light technical material combined with superfine wool, which has natural softness, stretch and heat-regulating capability that enhance ergonomic performanc­e. In addition, a waterproof vest allows players freedom of movement while lightweigh­t four-pocket pants with a classic fit and tailored details come in Rain Systemtrea­ted stretch wool that is crease-resistant.

To highlight golfers’ movements in style, Loro Piana’s signature kummel shade stands out on shoulders and runs down the sleeves, in addition to edging the collar.

“Loro Piana’s iconic outfits have become synonymous with Team Europe and we are delighted that captain Luke Donald’s team will become the fourth successive group of players to don these exceptiona­l products,” said Ryder Cup’s director

Guy Kinnings. “Since our partnershi­p began at the Ryder Cup in 2016, the quality of Loro Piana’s fabrics coupled with their specialist design and production knowledge have made them the ideal fit for Team Europe, ensuring that the players look and feel the part both on and off the course.”

A selection of Team Europe uniforms will be available exclusivel­y at

Loro Piana’s store in Rome during the tournament days, retailing at prices ranging from $ 520 to $ 3,450.

Loro Piana will additional­ly support the European team in the 2023 Junior Ryder Cup, to be held from Sept. 26 to 28. During the final day, the young talents will wear the same style uniforms as the principal team.

The link with the holy grail of the golf world is not the only one in sports for the brand, which was acquired by LVMH in 2013. During its history, Loro Piana has sponsored a range of competitio­ns, especially in the equestrian and sailing worlds, from the Piazza di Siena horse race to the Superyacht Regatta in

Porto Cervo and races in Saint-Tropez and St. Barths, among others. In 2021, the brand inked an agreement with Turin, Italy- based soccer team Juventus to provide the men’s team with formal off-field uniforms, extending the collaborat­ion to the club’s female division last year.

 ?? ?? The Loro Piana polo that the European team will wear at the 2023 Ryder Cup in Rome.
The Loro Piana polo that the European team will wear at the 2023 Ryder Cup in Rome.
 ?? ?? Sofia Coppola wearing a design from her upcoming collaborat­ion with Barrie.
Sofia Coppola wearing a design from her upcoming collaborat­ion with Barrie.

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