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Why a luxury Italian label became Putin’s go-to brand

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telegraph.co.uk

Kendall Roy wears them in the final scenes of the most recent series of Succession – and he’s not the only fan in his family.You’ll find a Loro Piana store anywhere where the ultra-high net worths of the world congregate, from Gstaad to Monte Carlo to Macau.

The house sponsors an annual superyacht regatta off Sardinia’s Costa Smeralda and another one in St Barths in the Caribbean.

Its CEO, Pier Luigi Loro Piana, nephew of the founder, takes part in them on his own yacht, “My Song”, and is a fixture on the high-society calendar.It is all standard luxury stuff, but begs the question: how did this princely Italian brand end up in the hands (and on the torso, legs, occasionally even feet) of a despot?

Along with suits by other Italian brands like Kiton, Brioni and Stefano Ricci – the latter known for its eagle emblem, crocodile trim, mink linings and the fact its eponymous owner is passionate about big game hunting – Putin has long been a fan.In 2015, while posing with his then prime minister Dmitry Medvedev in a series of fitness tableaux worthy of the classified ads in a low-quality gay escort magazine, he wore a £2,400 Loro Piana cashmere-and-silk ath-lux sweatsuit.

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