The Cultural Lineage of Loro Piana's 'In To The Wild' Collection

LORO PIANA

Loro Piana Fall/Winter 2024 Collection

Loro Piana's Fall/Winter 2024 collection offered a welcome opportunity to reflect on counterculture. Titled 'In To The Wild,' the collection, as its name suggests, centers on outdoor pursuits. According to brand materials, "The connection with nature is part of Loro Piana's mindset, fostering experiences of true luxury and a style that embraces the enjoyment of the outdoors." What story unfolds within 'In To The Wild'?

Text by YOICHIRO MAEDA

The title 'In To The Wild' might evoke for many the 2008 film of the same name, released in Japan, which was written and directed by Sean Penn. Based on the true story of a young man from a wealthy family who, after graduating from university, renounced all his possessions and embarked on a journey of freedom to Alaska, the film was lauded at the time for Penn's directorial talent. The protagonist's journey, that of Chris McCandless (known as Alexander Supertramp), was one of self-discovery and liberation, rooted in a philosophy that prioritized spiritual fulfillment over material wealth.

It is known that Chris McCandless's favorite book was Jack London's 'The Road.' Jack London was an American writer active from the late 19th to the early 20th century. 'The Road' is based on his experiences traveling across America as a hobo, vividly depicting the lives of those on the fringes of society and expressing the struggles of a soul seeking freedom. Influenced by London's 'The Road' was Jack Kerouac. Kerouac, a leading figure of the Beat Generation, sharply criticized the affluent America of the 1950s and its consumer culture. His seminal work, 'On the Road,' depicting the yearning for freedom and the nomadic journeys of young people, profoundly influenced the later Flower Movement.

In 'On the Road,' the protagonist, Sal Paradise, travels across America with friends, seeking liberation from established values and a deeper understanding of themselves. They distance themselves from societal norms and materialism, continuing their journey in pursuit of freedom and truth. It is undeniable that Chris McCandless was influenced by the spirit of the freedom-seeking traveler depicted by Jack London and Jack Kerouac. He too ventured into the wilderness to escape societal constraints and to find himself.

Although McCandless's journey ended tragically, the personal narrative he sought connects to the lineage of wanderers described by London and Kerouac, posing a question to us in contemporary society about the meaning of freedom.

While not the main focus, Loro Piana's current season embraces 'In To The Wild.' When checked with the press, there was no mention of a lineage of stories from Jack London to Jack Kerouac, from hobos to the Beats, or the brand's specific intentions. However, if Loro Piana defines contemporary luxury as 'the pursuit of authenticity and the expression of individuality,' and if the theme of exploring life's true meaning beyond material wealth is placed within the context of seeking one's own identity, could this be a poetic inquiry from the brand?