Loretta Caponi Is the Made-in-Italy Brand Preserving the Art of Embroidery

Loretta Caponi

(Image credit: Loretta Caponi)

Feeling fatigued with fast fashion? Allow me to introduce you to a brand that’s the antithesis of all things mass market. Loretta Caponi has been dressing Italy’s chicest women since 1967, beginning with nightgowns before expanding into ready-to-wear. The family-run brand is notably a champion of the art of embroidery. “Since the beginning, Loretta Caponi has distinguished itself—first in the panorama of sophisticated Florentine craftsmanship and then worldwide—for the refinement of its embroidery,” the brand’s Chief Operating Officer, Guido Conti Caponi, told Who What Wear. “But it is not only the high level of workmanship that characterizes the brand but also three peculiarities: First, the chain embroidery technique, going back thousands of years, is made partly by hand and partly by machine and has become a hallmark of Loretta Caponi.”

Caponi went on to explain how the chain embroidery technique allows you to create infinite shades of colors and very complex patterns—”even full landscapes or gardens in bloom,” he said. The versatility of the technique enhances Loretta Caponi’s bespoke options, allowing customers to request nearly any pattern they could dream up. Read on for my full interview with the brand’s COO, Guido Conti Caponi.

loretta caponi

(Image credit: loretta caponi)

Can you explain how a Loretta Caponi item is made, from conception to finished product?

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