This May Be the Softest Scarf I’ve Ever Touched

If quiet luxury had a hometown, it would be the corner of Fifth Avenue and 57th Street: where Bill Cunningham used to post up to get a photo of women dressed to the nines entering Bergdorf Goodman. This week, Loro Piana and Bergdorf Goodman unveiled a series of windows that feel less like a retail display and more like a daydream — tiny goats drifting through clouds of cashmere, miniature artisans mid-stitch, a golden thread weaving its way from Mongolia to midtown.

The connection between Loro Piana and New York runs deep. When brothers Sergio and Pier Luigi opened their first U.S. office in 1989, they weren’t just expanding — they were learning. “Those early years were filled with curiosity and exchange,” Pier Luigi says.

A few years later came a concept store between Park and Madison — what Pier Luigi Loro Piana, the brand’s deputy chairman, calls the blueprint for their Milan flagship. “New York truly shaped our Maison,” he says. “Those early years were filled with curiosity and exchange.” By the late ’90s, Bergdorf Goodman had become part of the brand’s DNA.

On a private tour ahead of the unveiling, the Loro Piana team walked us through the installation. There is one window that includes toy-size trucks carry bales against a miniature New York skyline, and another that has thistle flowers, which is part of Loro Piana’s weaving process.

Inside, the story continues. There’s a personalization corner where shoppers can embroider possibly the softest cashmere I’ve ever touched: the Grande Unita scarf or Unito blanket, two heirlooms of the brand’s textile roots. The capsule created exclusively for Bergdorf — rust wool overshirts, pale-gray cashmere sets, and cloche hats — is exactly how I’d want to dress if I had a home on the Italian coast.

For Maria Luisa Loro Piana, Sergio’s widow, the windows mark something personal. “New York has always been a special place for Sergio and me,” she says. “We first met here in the ’80s. He loved its art and architecture, the energy of it all.”

That inspiration now lives in glass: In a city built on spectacle, quiet can still stop traffic. Because for Loro Piana, luxury is never about being loud. It’s always been about being felt.