Loretta Caponi celebrates 50 years of Craftsmanship


Loretta Caponi celebrates 50 years of artisanal “Made in Florence” craftsmanship launching the future of the Brand with the first RTW collection, in a one-of-a-kind occasion at Palazzo Vecchio

Florence, June 2017. Loretta Caponi, the atelier symbolizing excellence and Florentine artisanship in luxury lingerie, lounge wear, table linens and bed sheets, proudly announces a milestone of 50 years of activity to be honorably celebrated on Thursday, June 15th in the breathtaking arena of the Salad’Arme in Palazzo Vecchio.

A tribute to the city; the birthplace and stage of this extraordinary Italian story of savoir-faire, family, passion, dedication, fantasy, and mastery whose successes behold the impending launch of the first ready-to wear collection.

The Loretta Caponi brand has become an undeniable reference in the last 5 decades for an exclusive international consumer-set composed of movie stars and rock stars, royal families and business entrepreneurs, world-famous artists and architects alike. This cosmopolitan and refined clientele remains unquestionably satisfied by the antiquity and enchanting art of embroidery bestowed on unique clothing, adorning villas, enlivening elegant tables and vitalizing the interiors of the most exclusive yachts in the world.

The event – endorsed by the Community of Florence and inserted among the official events of Pitti Immagine – is, first and foremost, an occasion to celebrate. Toasts will be made amidst a virtual fashion show projected in the Salad’Arme of Palazzo Vecchio, inaugurating the new ready-to-wear collection for S/S 2018. The 140-piece collection is composed of tailor-made pajamas, nightgowns for her and for him, and fine lingerie of ethereal beauty actualized by retracing silhouettes and utilizing exclusive print and fabric combinations, just the way the Maison has always done. At the center of the theme is the bespoke garden motif with a recognized floral element that has long defined Loretta Caponi and will continue to symbolize the brand in this 92nd edition of Pitti Uomo.

Loretta Caponi beholds a series of curious anecdotes, testimony to the fact that, for Loretta and Lucia, no request was impossible to satisfy if guided by imagination, passion, and savoir-faire. Like the time when an eccentric French count asked for custom embroidered pillows and cushions for his hot-air balloon. Or, when a notable Duke of England requested the silhouette of a “peculiar guest” of his castle – a ghost! – embroidered onto his sheets. Unforgettable was the realization of an above-and-beyond sheet set commissioned by an Arab princess for her first son: sheets and pillow cases in silk and satin with matching nightgowns and robes realized in seven different colors and styles, one for each day that she would wait in bed expecting the birth. Naturally, seven cradle liners and outfits were created for the newborn to match the princess’s linens.

Loretta Caponi’s handcrafted masterpieces are available in the flagship stores in Florence and Forte dei Marmi, and can also be found through exclusive retailers like Florence’s Luisa Via Roma and Moscow’s Tsum among other high-end department stores in selective international capitals.


The Loretta Caponi story was born in 1967 with the opening of her first shop in Borgo Ognissanti. Merging a sensibility with both local Florentine and Italian cultures, she soon began to emerge and revolutionize the international market using materials such as cotton, linen and silk at a time when fashion was defined by synthetics and nylon. Since then, the Loretta Caponi brand has established itself at both the national and international levels, always succeeding to anticipate industry trends and fashions.

Loretta Caponi passed away two years ago, entrusting the bottegato her daughter Lucia whom was by her side for over thirty years learning the secrets and art of embroidery from her legendary mother. Today, under the guidance and creativity of Lucia, the company is helmed by Guido – Loretta’s grandson – who continues to steer the brand with passion and enthusiasm with a futuristic vision; a desire to bring new generations together by offering a more contemporary collection without compromising the high quality materials or time-honored craft of embroidery.

The atelier overlooks the prestigious Via Tornabuoni and is a place where one can appreciate the wonders of high fashion lingerie, handcrafted products, and the elegance of bed wear for her and for him. The shop is stupefying with over 850 square meters that house both the sales and production: a workshop and warehouse where customers can browse the vast selection of precious fabrics and even design their own pieces in silk, linen, cotton, lace, or with intricate embroidery – just a sliver of the immanent discover by entering this timeless, magical world.

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