Loro Piana vs Brunello Cucinelli vs The Row 2026: Quiet Luxury Verdict

Updated: September 2026.

TL;DR verdict

For US buyers navigating the quiet luxury tier in 2026, Loro Piana wins on fabric provenance and technical fiber (vicuña, baby cashmere, Storm System wool), Brunello Cucinelli wins on tailored silhouette breadth and Solomeo Italian workshop craft, and The Row wins on modernist New York silhouette and celebrity-designer credibility. Loro Piana is the deepest financial commitment per piece; The Row runs a tighter US retail footprint; Brunello Cucinelli sits in the middle on both price and retail access. All three are best sourced through Bergdorf Goodman, Neiman Marcus, Saks Fifth Avenue, and Nordstrom in the US, with select pieces available on Mytheresa and Net-a-Porter. Cashback available on eligible participating department stores via ShopBack.

The one-line-per-brand summary

• Loro Piana. Founded 1924 as an Italian textile mill, acquired by LVMH in 2013. World's largest processor of vicuña. Best for fabric obsessives who value provenance certification.
• Brunello Cucinelli. Founded 1978 in Solomeo, Umbria, listed on Borsa Italiana. Cashmere and soft tailoring. Best for buyers who want visible craft and consistent silhouette.
• The Row. Founded 2006 by Mary-Kate and Ashley Olsen, headquartered in New York and Paris. Best for modernist restraint, unusual proportion, and a leaner celebrity-driven halo.

Heritage, ownership, and current standing

Loro Piana. The Loro Piana family began textile weaving in Trivero, Piedmont, in 1924. LVMH acquired an 80 percent stake in 2013 for approximately €2 billion. The brand is now part of LVMH's Fashion & Leather Goods division. Loro Piana's own textile mills continue to supply Hermès, Chanel, and Ralph Lauren in addition to Loro Piana branded product. Wikipedia notes the ownership: "In 2013, LVMH acquired 80% of the company" (Loro Piana, Wikipedia).

LVMH's Q2 2026 fashion and leather goods division results referenced Loro Piana as an outperformer. WWD reported that "LVMH's fashion and leather goods division posted a 1 percent revenue increase in the three months to June 30, 2026, with Loro Piana outperforming fellow brands in the division" (WWD, 2026).

Brunello Cucinelli. The company was founded in 1978 by Brunello Cucinelli in Perugia, later moving to the medieval village of Solomeo. Publicly listed on Borsa Italiana since 2012. The Cucinelli labour model pays workers above-market wages and reinvests profits into Solomeo restoration. 2024 revenue was reported at €1.28 billion, per Wikipedia and public financials.

The Row. Founded in 2006 by Mary-Kate and Ashley Olsen. The brand takes its name from Savile Row, the London tailoring district. Headquartered in New York with an atelier presence in Paris. The Row does not disclose revenue publicly; industry estimates place the brand in the low-hundreds of millions of dollars in annual revenue as of 2025 to 2026.

Price positioning in US retail

Price ranges below reflect Bergdorf Goodman, Neiman Marcus, and Saks Fifth Avenue US shelf pricing in fall 2026, at everyday retail (not sale). Prices are US dollars.

Category	Loro Piana	Brunello Cucinelli	The Row
Cashmere crew sweater	$1,850 to $3,900	$1,450 to $2,900	$1,290 to $1,890
Silk-blend t-shirt	$650 to $1,100	$550 to $950	$590 to $890
Wool trousers	$1,290 to $2,400	$1,050 to $1,850	$1,090 to $1,890
Cashmere overcoat	$6,500 to $12,000	$3,900 to $8,500	$4,200 to $6,900
Leather bag (medium)	$3,900 to $6,500 (Extra Pocket, Sesia)	$2,900 to $5,200	$3,200 to $6,500 (Margaux)
Suede loafer or Summer Walk	$890 to $1,290	$890 to $1,590	$990 to $1,290
Vicuña coat (Loro Piana only)	$30,000 to $60,000	Not offered	Not offered

The Loro Piana Extra Pocket bag and The Row Margaux bag are the two viral IT-bag competitors of the 2024 to 2026 quiet luxury cycle. Both retail above $3,900 at Bergdorf Goodman and Bergdorf Goodman.com.

Retail channel access in the US

Loro Piana. Roughly 35+ owned Loro Piana boutiques in the US as of 2026, concentrated in New York (Madison Avenue, SoHo, Meatpacking, Brookfield Place), Los Angeles (Rodeo Drive), Miami (Design District), Chicago (Oak Street), Aspen, and Palm Beach. Wholesale at Bergdorf Goodman, Neiman Marcus, Saks Fifth Avenue, Nordstrom (limited), and Mytheresa online.

Brunello Cucinelli. Approximately 30+ owned US boutiques as of 2026, plus wholesale access at Bergdorf Goodman, Neiman Marcus, Saks Fifth Avenue, Nordstrom, and Mr Porter online. Cucinelli also operates a robust presence in men's suiting departments at Barneys-successor spaces.

The Row. The Row runs a smaller physical footprint. Owned boutiques in New York (28 East 69th Street), Los Angeles (Melrose Place), and Miami. Wholesale is highly selective: Bergdorf Goodman, Barneys New York in Japan (unrelated to defunct US Barneys), Net-a-Porter, and Mytheresa. Selection at Saks and Nordstrom is intentionally thin. The Row's scarcity model is part of the brand equity.

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Fabric and craft, plainly

Loro Piana. Deepest vertical control. Owns its own vicuña reserves in Peru, baby cashmere sourcing operations in Mongolia, and merino wool sourcing in Australia and New Zealand. The Storm System wool is a proprietary weather-resistant treatment used across the outerwear range. Fibre traceability is documented per garment.

Brunello Cucinelli. Cashmere-forward. Sourced primarily from Mongolia and Inner Mongolia. Distinctive tonal knits with muted embellishment (monili beading on collars and hems). Tailoring cut is softer and more relaxed than Loro Piana; Italian sartorial rather than English rigor.

The Row. Fabric provenance is intentionally opaque compared to the two Italian houses. The Row emphasises Japanese wool jersey, silk cotton blends from Como, Italy, and Italian leather from Tuscany. The brand's craft signature is in cut and drape rather than published fibre traceability. Sizing runs generous by design.

Resale value and secondary market

The RealReal and Vestiaire Collective are the two dominant US resale channels for all three brands. Broad heuristics on resale retention after 3 to 5 years of care:

• Loro Piana. 45 to 55 percent of retail on cashmere sweaters and coats. Vicuña pieces hold 60 to 75 percent because supply is capped.
• Brunello Cucinelli. 35 to 50 percent of retail on knitwear and outerwear. Beaded pieces and men's suits hold slightly stronger.
• The Row. 55 to 70 percent of retail on the iconic Margaux bag; 40 to 55 percent on ready-to-wear. Scarcity supports secondary demand.

Resale premiums matter to buyers who churn their wardrobe every three to five years. Long-hold buyers see the same fabric quality but do not capture the resale advantage.

Use case verdicts

First quiet-luxury purchase, $2,000 budget. Brunello Cucinelli cashmere crew sweater. Best entry point on price, quality, and brand recognition among fashion-literate colleagues. Available in Bergdorf Goodman, Neiman Marcus, and Cucinelli-owned boutiques.

Investment coat that lasts 10+ years. Loro Piana cashmere overcoat. Storm System treatment on the outerwear extends usability in coastal-Northeast weather. Expect $6,500 to $12,000 at Bergdorf Goodman.

Understated New York silhouette. The Row. Margaux bag, wool trouser, cashmere crew. Best for buyers who value proportion over provenance. Available at 28 East 69th Street or Bergdorf Goodman.

Ultimate fabric flex. Loro Piana vicuña coat. The world's largest processor of the fibre; scarcity of the raw material keeps demand deep. Expect $30,000 to $60,000 at Loro Piana boutiques.

Wardrobe versatility across formal and casual. Brunello Cucinelli. The soft tailoring works for a Manhattan client meeting and a Nantucket weekend without changing register.

Where each brand does not win

Loro Piana does not win on silhouette risk. Cuts are conservative and read as understated to the point of anonymous. If you want a statement silhouette, look to The Row instead.

Brunello Cucinelli does not win on modernist minimalism. The monili beading and warm palette read as Italian traditional rather than New York understated.

The Row does not win on fibre transparency. Buyers who value published traceability of wool or cashmere sourcing will find the two Italian houses more disclosed.

When this comparison does not apply

If your budget for a single piece is under $500, none of the three fit. Uniqlo J+ collaboration, Everlane cashmere, and Cos knitwear deliver quiet-luxury adjacent aesthetics at a fraction of the price. If you want the maximalist luxury signal (logos, monogrammed leather, statement colour), look to Prada, Louis Vuitton, or Gucci instead. If your climate is consistently tropical, cashmere is inappropriate; look to silk-linen blends from Loro Piana or The Row Summer collections instead.

Do not stack recommendations across all three houses as a coordinated outfit; the aesthetic vocabularies are distinct and the pieces do not read as intentionally curated when layered together. Pick one house per season silhouette and build depth within it.

How to buy the smartest

Bergdorf Goodman runs sale windows in late December and late June that cover ready-to-wear from all three houses. The Row rarely discounts more than 30 percent even at end-of-season. Loro Piana's owned boutiques do not discount; sale exposure is only through department store wholesale channels. Brunello Cucinelli follows a similar pattern.

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Frequently asked questions

Is Loro Piana still owned by the Loro Piana family in 2026?

No. LVMH acquired 80 percent of Loro Piana in 2013. The Loro Piana family retains a minority stake and involvement in the textile operations. Loro Piana sits within LVMH's Fashion & Leather Goods division and reported outperformance in Q2 2026 per WWD (WWD, 2026).

Is The Row still owned by Mary-Kate and Ashley Olsen?

Yes. The Row is owned and creative-directed by Mary-Kate and Ashley Olsen, with a minority investor stake reported in 2023. The Olsens continue to serve as creative directors. Headquartered in New York with atelier presence in Paris.

Which brand has the best cashmere in 2026?

Loro Piana has the deepest control over cashmere sourcing, running its own baby cashmere operations in Mongolia. Brunello Cucinelli sources primarily Mongolian and Inner Mongolian cashmere. The Row uses undisclosed cashmere sources but is generally rated among the top three US-available cashmere brands. Buyer preference tracks tightly to price and silhouette rather than absolute fibre quality between the three.

Where can I buy Loro Piana in the US?

Loro Piana operates 35+ owned boutiques in the US as of 2026, concentrated in New York, Los Angeles, Miami, Chicago, Aspen, and Palm Beach. Wholesale at Bergdorf Goodman, Neiman Marcus, Saks Fifth Avenue, and Mytheresa online. Cashback available on eligible participating department stores via ShopBack.

How much is The Row Margaux bag in 2026?

The Margaux small starts around $3,200 US at The Row and Bergdorf Goodman in 2026. The Margaux medium sits closer to $4,200 to $5,200. Resale value on the Margaux via The RealReal and Vestiaire Collective has held 55 to 70 percent of retail.

Is Brunello Cucinelli publicly traded?

Yes. Brunello Cucinelli SpA is listed on Borsa Italiana under the ticker BC.MI. The company was listed in April 2012. Financials are disclosed quarterly. Reported 2024 revenue was €1.28 billion.

Which quiet luxury brand holds resale value best?

The Row Margaux bag holds the highest secondary market retention at 55 to 70 percent of retail. Loro Piana vicuña pieces hold 60 to 75 percent due to raw material scarcity. Standard cashmere and ready-to-wear from all three brands hold 35 to 55 percent, with Loro Piana marginally ahead of Brunello Cucinelli.

Are these brands appropriate for a corporate finance or law office?

Brunello Cucinelli is the natural fit for a corporate office in New York, San Francisco, Boston, or Chicago. Loro Piana works well but reads as more casual. The Row is best for creative-adjacent professional environments; the silhouette can read as unconventional in traditional business.

Can I use ShopBack cashback at Bergdorf Goodman?

Cashback available on Bergdorf Goodman on ShopBack when eligible. Check the ShopBack Bergdorf Goodman store page for the current cashback rate, eligible category exclusions, and the specific brand-level exclusions before you shop. Activate ShopBack via the extension to track transactions.

Which brand is most photographed by paparazzi in New York in 2026?

The Row consistently ranks highest across Manhattan celebrity street style feeds. The Olsen twins remain the brand's most visible ambassadors, and the Margaux bag is the most photographed accessory of the trio. Brunello Cucinelli and Loro Piana have strong finance and hedge-fund adjacent visibility rather than fashion editorial coverage.

Do all three brands ship to Alaska and Hawaii?

Yes. Bergdorf Goodman, Neiman Marcus, Saks Fifth Avenue, and Nordstrom ship to all 50 US states. Loro Piana, The Row, and Brunello Cucinelli direct e-commerce channels also ship to Alaska and Hawaii. Shipping times to non-continental US typically add 2 to 4 business days.

Is there a US-designed quiet luxury alternative to these three?

The Row is US-designed and headquartered in New York. Other US-designed adjacent options include Khaite, Toteme (Swedish but US-forward retail), Lemaire (French but US-adjacent), and Frame. None reach the price ceiling of Loro Piana's vicuña range.

How does LVMH ownership affect Loro Piana product quality in 2026?

Loro Piana continues to operate its own mills in Piedmont and Peru. LVMH ownership has expanded distribution but the fabric sourcing infrastructure remains under Loro Piana control. Industry consensus is that fabric quality is preserved, though pricing has risen materially since the 2013 acquisition.

Primary sources referenced

• Quiet luxury in menswear still kicking, WWD, 2026
• Loro Piana corporate history, Wikipedia
• Brunello Cucinelli company profile, Wikipedia
• The Row (fashion brand), Wikipedia
• LVMH corporate profile, Wikipedia

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Author: Jia is a Fashion Writer at ShopBack, covering luxury market dynamics, resale economics, and quiet luxury positioning for US readers. Prices and cashback rates were accurate at time of publication. Verify current pricing and eligibility on the retailer site before purchase. This article is general information, not fashion or investment advice. Cashback rates and offers change; check the ShopBack store page for the current terms before you shop.