Loro Piana teams up with Oscar-winning director Luc Jacquet on the secret behind cashmere’s origins
What happens when you put an Oscar-winning film director Luc Jacquet and the world's most luxurious cashmere company Loro Piana together? The result is a documentary that aims to shed light on traditional goat herding techniques that are under threat.
LVMH-owned cashmere brand Loro Piana and Jacquet worked together to launch the first documentary celebrating all things cashmere aptly titled — ‘Cashmere – The Origin of a Secret’.
During the film, a live thirty-three-piece orchestra performed the original score for the film, created by Emmy nominated composer, Cyrille Aufort.
The documentary tells the story of the rare, raw fibres that have captivated the brand for over half a century, and is centered around the small and extremely resilient Capra hircus goats and their dedicated herders in Mongolia.
The director was embedded with the goat herders of Mongolia and Inner Mongolia, who for generations have worked in one of earth’s harshest landscapes.
According to Loro Piana, the goat herders survive and thirve in unliveable cconditions in the Altai and Helan mountains, in the dunes of the Gobi Desert and the Alashan County, where the climate undergoes some of the most extreme changes in temperature: from day to night and from season to season.
The premiere of the new movie was held at MIFA 1862 Art Center in Shanghai.
The event took place in the presence of local politicians, socialites and celebrities such as Li Bingbing, Ai Tominaga, Stephen Fung and Jimin Han – along with Loro Piana’s CEO, Fabio d’Angelantonio, Pier Luigi Loro Piana, Luisa Loro Piana, and director Luc Jacquet.