The image of Vladimir Putin who, yesterday, spoke to the nation from the stage of the Moscow stadium wearing a very expensive jacket by Loro Piana, a leading Piedmontese cashmire company, “is a question that creates some embarrassment from a human point of view”, he comments , interviewed by Repubblica, the entrepreneur Pier Luigi Loro Piana who, together with his brother Sergio, leads the family business born in Valsesia and headquartered in Quarona which in 2013 was acquired 80% of the share capital by the French multinational luxury Lvmh.
The parka sported by Putin, over a white turtleneck sweater and bulletproof vest, is on sale in Russia for about one and a half million rubles, equal to over 12 thousand euros. “The group to which Loro Piana belongs – continues the entrepreneur – has already taken all the steps to distance itself and to be in solidarity with the European positions regarding the human tragedy we are experiencing”. In fact, since the beginning of March, the LVMH group, like the other European luxury brands, have interrupted supplies in Russia and closed their boutiques indefinitely.
“I think the jacket worn by Putin is a purchase that dates back a long time ago – says the entrepreneur – but I also believe that these are minor issues compared to the tragedy of a war. As a company we are completely in solidarity with the positions of the LVMH group. It is clear which side we have chosen to be on. I do not feel guilty for that flaunted jacket worn on stage, but I believe that Putin should reflect on the massacre he is causing the Ukrainian people to live. “
The company’s position has always been in favor of the Ukrainian people. Loro Piana, in fact, has been supporting, since the beginning of the Russian attack, the population of the country under attack through donations to associations that are bringing aid. The company also sent blankets and yarn products to Ukraine for people on the run and for those who lost everything in the bombings. “Support for the population, at the moment, is the most important thing – concludes Loro Piana – The Ukrainians will have all our moral and practical support”.