Activists protest outside Loro Piana stores in Austria: what is the reason?
28 February 20:02
One of the social media users, Kira Kucherenko, showed a street protest outside the flagship store of the well-known brand Loro Piana in Vienna, according to "Komersant Ukrainian".
Activists are demanding that the brand stop using animal fur. However, judging by the girl’s photos, there are no fur products in the store itself.
As the Ukrainian woman explains, this store does not use natural animal fur in its products. At the same time, there are indeed stores nearby that sell fur coats.
“However, for some reason, activists have no complaints about them,” says Kira Kucherenko.
Loro Piana is an elite Italian brand, a world leader in the production of luxury fabrics (cashmere, wool) and premium clothing. The brand was founded in the 1920s. It is renowned for its understated elegance, impeccable quality, innovative materials, and use of elite natural fibers.
Key characteristics of the brand:
- Specialization: The most expensive fabrics in the world (cashmere, vicuña wool, exclusive outerwear, and footwear).
- Style: “Quiet luxury” — understated, elegant, without prominent logos.
- History: Started with fabric production in Northern Italy; now the brand belongs to the LVMH group.
As a reminder,the Reebok sports retailer chain is ceasingoperations in Ukraine. The brand’s last two stores in Kyiv will remain open until spring 2026 — in the Retroville and SkyMall shopping centers.
