In-depth Analysis Report: Heritage and Minimalist Fashion Brands

This report provides an in-depth analysis of heritage brands with long histories and traditions, renowned for their top-quality, and minimalist brands that showcase simple and practical designs, gaining attention with the 'quiet luxury' trend. We have verified the existence of seven brands mentioned: Loro Piana, Brunello Cucinelli, Hermès, The Row (heritage brands), and Jil Sander, Lemaire, COS (minimalist brands). The report summarizes the history, key characteristics, and main product lineups of each brand.

In-depth Brand Analysis

1. Loro Piana

• History and Key Events: The Loro Piana family began in the wool trade in the early 19th century in the Trivero area of Italy, later moving its business to Valsesia.[1, 2, 3] In 1924, Pietro Loro Piana officially founded the 'Loro Piana' brand.[1, 2, 3, 4, 5] His nephew Franco Loro Piana took over management in 1941, and in the 1970s, his sons Sergio and Pier Luigi alternately led the company.[1, 2, 3, 4, 5] After World War I, demand for high-quality fabrics increased in Europe, America, and Japan, leading to significant growth for Loro Piana.[4] During the era when 'Made in Italy' held symbolic value, Loro Piana supplied top-quality fabrics, contributing to the collections of leading designers such as Yves Saint Laurent and Giorgio Armani.[4] Starting in the 1990s, Loro Piana began operating its own stores, expanding to major luxury resorts worldwide.[4] In 2013, LVMH Group acquired an 80% stake in Loro Piana for approximately 2 billion euros, becoming the majority shareholder.[1, 2, 5] Franco Loro Piana, the founder's nephew, passed away in December 2013 [2, 5], and by 2017, the Loro Piana family's ownership had decreased to 15%.[2, 5] The brand's long history demonstrates growth based on a deep understanding of the textile industry and craftsmanship. The acquisition by LVMH signifies Loro Piana's high value and growth potential in the global market.
• Brand Characteristics: Loro Piana is an Italian luxury fashion brand specializing in top-quality cashmere and wool materials.[1] It is recognized alongside Kiton and Brioni in formal wear, and with Brunello Cucinelli as a top brand in casual wear.[1] The brand pursues 'elegance' and aims for a comfortable style in harmony with the surroundings.[4] It prioritizes using the finest materials such as cashmere, vicuña, and merino wool [1, 2, 4, 5], and aims for 'quiet luxury' recognized for its quality without flashy logos or exaggerated marketing.[4, 5, 6] All products are made in Italy, showcasing high levels of craftsmanship.[4] Loro Piana takes great pride in its high-quality materials, providing detailed information on origin and quality on product pages to aid consumer understanding.[5] As a top-tier brand, it has a very high price range and has been called 'the emperor's clothes' due to its wear by prominent figures like Vladimir Putin.[1, 4] Loro Piana's core characteristics are its unwavering commitment to quality and the use of the finest natural materials. This appeals to discerning customers who value understated luxury.
• Main Product Lineup: Loro Piana offers clothing collections for men, women, and children.[4] In the late 1990s, its main products were custom jackets, wool coats, and cashmere sweaters. Currently, it offers a wide range of products including knitwear, suits, jackets, and outerwear.[1, 3, 7] It is also expanding into a total lifestyle brand with shoes and accessories.[4, 7, 8] Footwear is relatively less expensive than clothing.[1, 7] Loro Piana's main product lineup centers on high-quality clothing made from the finest natural materials, and it is gradually expanding into various lifestyle products.[9, 10, 11]

2. Brunello Cucinelli

• History and Key Events: Brunello Cucinelli was founded in 1978 in Italy by Brunello Cucinelli.[6, 12, 13, 14, 15, 16, 11] Born in 1953 near Perugia, Brunello Cucinelli grew up on a farm, and his father worked as a factory laborer.[6, 14, 16, 11] After obtaining a degree in architectural surveying and dropping out of engineering, Cucinelli founded his company at the age of 25 with 500,000 lire (approximately 370,000 won), producing colorful cashmere sweaters.[6, 13, 17, 14, 18, 16] In 1982, he relocated the company to Solomeo, his wife's hometown, and purchased a 14th-century castle to use as the headquarters.[6, 13, 17, 14, 16, 11] Brunello Cucinelli has a relatively short history compared to other luxury fashion houses.[6, 12, 14, 15, 16] The founder's personal background and ethical values have significantly influenced the brand's identity [6, 13, 14, 15, 18, 16, 11], and the deep connection with the village of Solomeo is a unique characteristic of the brand.[6, 13, 17, 14, 16, 11]
• Brand Characteristics: Brunello Cucinelli is an Italian luxury fashion house renowned for its high-quality cashmere.[6, 12, 13, 14, 15, 18, 16, 11] Based on the founder's firm ethical philosophy, the brand emphasizes human dignity, social responsibility, traditional craftsmanship, and ethical business practices.[6, 12, 13, 14, 15, 18, 16, 11] Similar to Loro Piana, it primarily uses cashmere and does not feature prominent logos, classifying it as an 'old money look' brand.[6, 12, 14, 15, 18, 16] Its cashmere products command high prices similar to top luxury brands.[6, 12, 14, 18] It values 'Made in Italy' and Italian craftsmanship [13, 14, 9, 10, 16, 11], and adopts 'humanistic capitalism' as its management philosophy, pursuing profit while contributing to the well-being of employees and the Solomeo community.[13, 9, 10, 16, 11] It prioritizes high-quality materials with a soft and comfortable feel [13, 9, 10, 11] and focuses on versatile, timeless items.[17, 19] Marketing is understated, relying on product quality and word-of-mouth rather than celebrity endorsements.[19, 18] Mark Zuckerberg's preference for Brunello Cucinelli reflects the brand's image of quality and understated luxury.[19, 18] The brand has significantly increased prices in recent years.[6, 12, 14, 15, 16] Brunello Cucinelli's core characteristics are its ethical management philosophy and dedication to top-quality cashmere.[5, 13, 14, 15, 18, 16, 11] This underpins the brand's understated luxury image and high-quality craftsmanship.[13, 14, 15, 18, 16, 11]
• Main Product Lineup: Initially specializing in Mongolian cashmere clothing for women [6, 13, 17, 9, 10, 11], Brunello Cucinelli expanded to include menswear and accessories.[13, 9, 10, 11] Its main product lineup includes knitwear, suits, jackets, outerwear, and evening wear.[13, 9, 10, 11] It also offers shoes, bags, and accessories [13, 9, 10, 11], and has recently expanded its brand world with a 'lifestyle collection' including cushions, blankets, candles, and dining-related products.[13, 9, 10, 11] Brunello Cucinelli's main product lineup centers on high-quality cashmere knitwear and encompasses a wide range of ready-to-wear and lifestyle products, all reflecting the brand's commitment to quality and understated elegance.[2, 9, 10, 11]

3. Hermès

• History and Key Events: Hermès was founded in 1837 in Paris, France, by Thierry Hermès.[20, 21, 22, 14, 23, 24, 25, 26, 27, 28] Initially specializing in harnesses and equestrian goods, the current brand logo features a horse-drawn carriage.[21, 22, 29, 24, 25, 27] As transportation evolved, Hermès expanded into travel leather goods [21, 22, 14, 29, 23, 24, 25, 27], and in 1922, it was the first to introduce zippers to handbags.[21, 14, 29, 24, 27, 28] Hermès has maintained a family management system for six generations.[21, 14, 29, 15, 30, 31, 23, 24, 25, 27, 28] Key figures include Charles-Émile Hermès, Émile Hermès, Robert Dumas, Jean-Louis Dumas, and current CEO Axel Dumas.[21, 29, 15, 25, 27, 28] Over time, the brand expanded into various product lines such as clothing, jewelry, and perfumes.[21, 22, 14, 23, 24, 25, 26, 27] It has successfully weathered challenges such as LVMH's hostile takeover attempt.[21, 25, 27] Hermès' long and distinguished history, starting with the crafting of equestrian goods, laid the foundation for its exceptional craftsmanship in top-quality leather products.[21, 22, 14, 30, 23, 24, 25, 26, 27, 28] Continuous family management emphasizes tradition and long-term vision.[21, 14, 29, 15, 30, 31, 23, 24, 25, 27, 28]
• Brand Characteristics: Hermès is a French luxury brand renowned for its exceptional craftsmanship and quality.[20, 21, 22, 30, 31, 23, 24, 25, 26, 27, 28] It is considered one of the top three luxury brands worldwide, along with Louis Vuitton and Chanel [21, 30, 31, 23, 25, 26, 27], and is highly regarded as a leading fashion house with unique traditions and craftsmanship.[21, 29, 30, 31, 23, 24, 25, 26, 27, 28] Iconic products such as the Birkin and Kelly bags are highly popular and very difficult to purchase.[20, 21, 22, 29, 30, 31, 23, 25, 26, 27] Hermès maintains a strong focus on handcraftsmanship and skilled artisans, upholding the true value of luxury goods.[20, 21, 22, 14, 29, 15, 30, 31, 23, 24, 25, 26, 27, 28] Its premium handbags, in particular, command very high prices.[21, 29, 30, 31, 23, 25, 26, 27] Hermès employs a unique marketing strategy that avoids traditional celebrity endorsements and emphasizes exclusivity.[21, 29, 30, 31, 23, 25, 26, 27] It boasts a rich color palette for its leather goods [29, 30] and offers lifetime repair services for its products, highlighting its commitment to quality and durability.[21, 30, 31, 23, 25, 27] Its high price-to-earnings ratio reflects its strong brand value in the market.[21, 31] Hermès' core characteristics are its rich heritage, uncompromising craftsmanship, exceptional quality, and very high level of exclusivity.[20, 21, 22, 14, 29, 15, 30, 31, 23, 24, 25, 26, 27, 28] Its iconic products and unique marketing approach solidify its reputation as a top-tier luxury brand.[21, 29, 30, 31, 23, 25, 26, 27]
• Main Product Lineup: Hermès offers a diverse range of product lines including leather goods (bags, wallets), textile products (scarves, ties), ready-to-wear, shoes, accessories, tableware, watches, and perfumes.[20, 21, 22, 32, 23, 24, 25, 26, 27] Leather goods, especially handbags like the Birkin and Kelly, are its most iconic and highly sought-after products.[20, 21, 22, 29, 30, 32, 31, 23, 25, 26, 27] Silk scarves and ties are also renowned for their high quality and design and are important product lines.[20, 21, 22, 32, 23, 24, 25, 26, 27] Hermès has expanded into the beauty sector with the 'Rouge Hermès' lipstick line [21, 32, 27] and collaborates with Apple to offer the Apple Watch Hermès edition.[21, 32, 27] In addition to leather goods, Hermès has a wide range of luxury products, catering to various consumer preferences while maintaining its core values of quality and craftsmanship.[32, 23, 24, 25, 26, 27]

4. The Row

• History and Key Events: The Row was founded in 2006 by American former child actresses Ashley Olsen and Mary-Kate Olsen. The brand name was inspired by Savile Row, a prestigious street for bespoke tailoring in London. It began as Ashley Olsen's personal project, focusing on creating the perfect t-shirt. In 2006, Barneys New York department store purchased the entire first collection, bringing the brand significant recognition. In 2012, it received the CFDA Womenswear Designer of the Year award, gaining attention in the fashion industry.[18, 33, 34, 35] During the COVID-19 pandemic in 2020, it faced financial difficulties but regained popularity with the 'old money look' trend, entering a second golden age.[18, 36, 37, 34, 35] Since 2024, Shinsegae International has been distributing The Row in South Korea, opening its first official store in Seoul.[18, 38, 34, 35, 39] The Row's history, transitioning from famous actresses to a respected brand in the fashion world, is unique. Its initial focus on perfect basic items and the rise of the 'quiet luxury' trend have contributed to its success.
• Brand Characteristics: The Row is known for its minimalist aesthetic and 'quiet luxury' approach, emphasizing high-quality materials and timeless designs rather than conspicuous logos. It pursues a design philosophy that avoids logos, conveying luxury through the quality of materials and craftsmanship. Despite its relatively short history, it maintains high prices similar to established luxury houses.[18, 37, 34, 35] It has a strong following of female fans [18, 37, 34] and initially focused on creating perfectly fitting white t-shirts. It values quality and meticulous tailoring and employs an understated marketing strategy that relies on the everyday style of celebrities and word-of-mouth rather than traditional advertising. The brand's aesthetic is often characterized by clean lines, neutral colors, and luxurious materials such as cashmere and silk. The Row's core characteristics are its minimalist design, exceptional material quality, and understated branding. This 'quiet luxury' approach resonates deeply with discerning customers who seek timeless elegance.
• Main Product Lineup: The Row offers ready-to-wear for women and men. The women's collection includes dresses, pants, jackets, tops, sweaters, and jeans. The men's collection features jackets, sweaters, jeans, pants, dress shirts, sneakers, and coats. Handbags are a significant product category, including popular styles like the Margo and Park Tote. It also offers shoes and accessories and has launched a children's wear collection. The first collection in 2006 included t-shirts, cotton satin leggings, and a cashmere wool tank dress. Additionally, it offers home goods such as hand-woven blankets. The Row's main product lineup encompasses ready-to-wear for both men and women, with a strong presence in handbags. The expansion into children's wear and home goods indicates its growth as a lifestyle brand.

5. Jil Sander

• History and Key Events: The Jil Sander brand was founded in 1968 by German fashion designer Heidemarie Jiline Sander (known as Jil Sander). She opened her first boutique in Hamburg in 1968. Her minimalist collection, first presented in Paris in 1975, did not achieve initial success due to the prevailing trend of flamboyant styles. In the late 1980s, her minimalist approach, focusing on high-quality materials and understated elegance, gradually gained recognition through the Milan collections. Jil Sander's design philosophy emphasizes minimalism, functionality, and the use of high-quality materials. In 1989, the company was listed on the Frankfurt Stock Exchange.[31, 40] In 1999, Prada Group acquired a 75% stake in Jil Sander , and Jil Sander herself left the company in 2000 due to disagreements with management, briefly returning in 2003-2004. Raf Simons served as creative director from 2005 to 2012, and Jil Sander returned once more in 2012-2013. Subsequently, Rodolfo Paglialunga (2014-2017) and the husband-and-wife duo Luke and Lucie Meier (2017-present) have led the brand.[31, 41, 23, 40] The brand was owned by Japanese company Onward Holdings before being acquired by Italian fashion group OTB in March 2021.[31, 41, 40] Simone Bellotti was appointed as the new creative director in March 2025.[31, 40] Jil Sander's history demonstrates the founder's strong vision and the evolution of minimalist fashion. Despite several changes in ownership and creative directors, the core identity remains focused on minimalist aesthetics and quality.
• Brand Characteristics: Jil Sander is an Italian luxury fashion house that pursues minimalism characterized by tailoring, clean silhouettes, and subdued tones.[31, 41, 23, 40] It is considered a pioneer of minimalist fashion. Jil Sander's designs are simple, functional, and devoid of unnecessary embellishments, focusing on the quality of materials. The founder connected her design philosophy to the Bauhaus movement, emphasizing simplicity and functionality.[31, 41, 40] The brand actively used luxurious materials such as cashmere as well as innovative materials like neoprene.[31, 41, 42, 40] In the 1980s, representative styles for professional women included simple blouses in black, white, and gray monotones and sophisticated colors, elegant coats, and well-tailored pantsuits.[42, 40] Jil Sander's designs aimed to provide women with comfortable yet confident, well-tailored clothing, freeing them from fashion that overly emphasized femininity.[42, 40] Jil Sander's core characteristic is its unwavering commitment to minimalism, emphasizing clean lines, functional design, and high-quality materials. This aesthetic has had a lasting impact on the fashion industry, solidifying its position as a major minimalist brand.
• Main Product Lineup: Jil Sander offers ready-to-wear for women and men. Its main product lineup features tailoring and minimalist design, with a focus on quality and refined details. In the past, it also expanded into fragrance lines, focusing on this area when the clothing line faced initial difficulties. It collaborated with Uniqlo to launch the '+J' line, introducing minimalist designs to a wider consumer base. It also offers accessories, although details are not extensively covered in the snippets. Jil Sander's main focus is on minimalist ready-to-wear for men and women, characterized by tailoring and high-quality materials. While there has been a past fragrance business and collaborations with more accessible lines, the core product is high-end minimalist clothing.

6. Lemaire

• History and Key Events: Lemaire was founded in 1991 by French designer Christophe Lemaire. The initial brand name was 'Christophe Lemaire'.[24, 41] Lemaire briefly halted the brand in the early 2000s due to a lack of business knowledge.[43, 44] During this period, Christophe Lemaire worked as the artistic director of Lacoste (2000-2010) and as a women's wear designer for Hermès (2010-2014).[16, 43, 39, 44] He revived his eponymous brand in 2006 while working at Hermès.[43, 44] In 2016, Sarah-Linh Tran, Lemaire's muse, joined as a co-designer, and the brand name was simplified to LEMAIRE.[24, 43, 41, 45, 44] Lemaire gained significant popularity for its minimalist Parisian style and collaborations with Uniqlo (Uniqlo U).[16, 43, 39, 44] The collaboration between Christophe Lemaire and Sarah-Linh Tran, after gaining experience at other renowned brands, characterizes Lemaire's history. The successful partnership with Uniqlo broadened the brand's recognition and influence.[16, 43, 39, 44]
• Brand Characteristics: Lemaire is a French chic fashion brand known for its minimalist, elegant, timeless, and gender-neutral designs. The brand's philosophy is to create practical and elegant clothes that can be worn anytime, anywhere. Lemaire believes that clothes should enhance the wearer's natural beauty. It prefers neutral colors and strives to create shades that suit various skin tones. Comfort is important, and it often uses oversized fits. Details such as slits are used to add a subtle sensuality to minimalist designs. It frequently incorporates durable materials used in menswear or workwear into its women's wear line. It showcases the beauty of tone-on-tone styling by matching various textures within the same color family. Lemaire resists fleeting trends and focuses on creating personal and lasting style. Lemaire's core characteristics are its minimalist Parisian aesthetic, timeless and practical designs, emphasis on the wearer's individuality, and the use of a neutral color palette and high-quality materials.
• Main Product Lineup: Lemaire offers ready-to-wear for women and men. This includes a variety of tops, bottoms, dresses, outerwear, and knitwear. Bags are an important category, known for iconic designs such as the Croissant Bag, Camera Bag, and Belted Hobo Bag. Accessories include belts, jewelry, scarves, and small leather goods. It also offers footwear, including ballerina shoes and boots. Lemaire also presents an 'Iconic Collection' featuring signature items. It has also undertaken special projects with artist Philippe Weisbecker. Lemaire's main product lineup centers on minimalist and elegant ready-to-wear for men and women, with a particular emphasis on uniquely shaped bags. It maintains a consistent aesthetic across all categories, reinforcing the brand's identity.

7. COS

• History and Key Events: COS (Collection of Style) was launched in March 2007 by Karl-Johan Persson as part of the H&M Group. It opened its first store on Regent Street in London and officially presented the brand with a fashion show at the Royal Academy. The online store was launched in 2011. In 2014, it entered the North American market. As of December 2022, COS operates 259 stores in 47 countries and sells online in over 38 countries. COS stands for "Collection of Style". As a premium brand within the H&M Group, it has grown rapidly, focusing on providing 'design quality at an affordable price'.
• Brand Characteristics: COS is a premium brand within the H&M Group, offering modern and minimalist designs at reasonable prices, emphasizing quality and timeless style. It aims to provide "modern minimalist collections" for women and men that can last for more than one season. It emphasizes craftsmanship and the use of sustainable materials , and its design philosophy is described as "timeless, modern, functional and tactile," inspired by art, architecture, and design. COS aims to bridge the gap between high-end and high street fashion by combining the features of luxury fashion with reasonable prices. It is characterized by clean and accessible designs with subtle and modern twists , using a sophisticated yet understated color palette, sometimes accented with bright colors. It actively engages with the design world through sponsorships and collaborations with artists and architects. COS's core characteristics are its modern and minimalist design, its premium yet accessible position within the H&M Group, its commitment to quality and sustainability, and its strong connection with art and design.
• Main Product Lineup: COS offers ready-to-wear for women and men. The women's collection includes a variety of items such as dresses, tops, pants, sweaters, coats, shirts, jeans, and skirts. The men's collection features shirts, trousers, knitwear, coats, jackets, and accessories. Accessories, including bags, shoes, jewelry, and belts, also form an important part of the lineup. Additionally, it offers a children's wear collection and emphasizes 'wardrobe essentials' and timeless items. There is also an activewear line made from sustainable materials. COS provides a wide range of modern and minimalist ready-to-wear and accessories for men and women. Its focus on essential and timeless items, along with its commitment to sustainability, appeals to a broad consumer base seeking quality and style at reasonable prices.

Summary Table of Key Brands

Conclusion

This report confirms the existence of all seven brands presented, each possessing a unique history, characteristics, and main product lineup. Heritage brands Loro Piana and Hermès emphasize top quality and high levels of exclusivity based on long histories and traditions. Brunello Cucinelli combines luxury with a strong ethical philosophy and humanistic values. Minimalist brands Jil Sander and Lemaire focus on clean design, high-quality materials, and timeless elegance. The Row stands out in the 'quiet luxury' sector with its understated aesthetic and exceptional quality. COS, as part of the H&M Group, offers high-quality minimalist designs at more accessible prices. Each brand has a distinct identity and caters to the diverse tastes of consumers who value quality, craftsmanship, and sophistication.