Sease Expands Women’s Wear ambitions: a new frontier for Loro Piana’s performance label

Sease Gets Serious About Womenswear Ambitions

Sease, the Milan-based performance and lifestyle label founded by Franco and Giacomo Loro Piana, is moving from a ski-centric capsule strategy to a full-fledged women’s range as part of its fall 2026 lineup. The push expands the brand’s beta foray into womenswear beyond the established men’s line, accessories, and objects, signaling a deliberate move to diversify its product matrix and revenue pockets in a market where women now drive a substantial share of luxury purchases.

The new women’s collection translates Sease’s core pillars—technical fabrics, functional construction, and a nonchalant sartorial language—into silhouettes and details that appeal to both city and resort wardrobes. The line relies on Solaro, Sease’s signature anti-UV, water-repellent fabric, extended into an urban context with tailoring that nods to classic pinstripes and tartans. The C-Blazer, highlighted as a first enduring piece, embodies the brand’s soft construction and relaxed attitude, serving as a strategic anchor for the women’s range.

Motion remains central to the Sease ethos. The women’s capsule extends the Ski Kit concept, featuring membrane-bonded pieces that promise weather protection with a refined, ski-to-street aesthetic. Navy and beige ski looks in membrane-bonded wool occupy both function and form, while lounging-friendly joggers and sweaters in cashmere and wool offer travel-ready options for après-ski moments. The collection’s design language fuses sport inspiration with high-lidelity fabric technology, a combination that could recalibrate how luxury brands approach multi-season performance pieces.

"There’s a demand from our customers. Most of the time, it’s the wife or girlfriend who is the decision-maker and she was pretty upset she couldn’t find something for herself, as well. Then of course I was motivated by the idea of translating our core product pillars to womenswear. I wanted to see if our approach could also be applied to women’s fashion. I believe that the concept of a woman fishing into a man’s wardrobe remains an intriguing dynamic to explore, and that within that space we could have something meaningful to express—and bring out our identity, offering something different compared to what’s on the market."

• Solaro remains the technical backbone for both genders, expanding into weather-ready outerwear and tailored pieces.
• Ski Kit and membrane-bonded fabrics are central to the women’s line, signaling a deepening of the brand’s performance narrative.
• Seasonal cadence includes a spring 2027 drop aimed at achieving greater year-round relevance and cross-season appeal.
• Retail strategy expands internationally with a focus on the U.S. market through trunk shows and targeted test formats.
• Geographic expansion continues in Europe with new stores and pop-ups; the GCC region remains a growth reference despite geopolitical headwinds.

Loro Piana frames the expansion within a broader retail architecture that has already seen Sease establish a footprint in Milan, Geneva, Dubai, and high-end ski-resort destinations, with Paris joining the list in recent years. The expansion into Seoul with a Shinsegae presence and acceleration in European summer destinations hints at a deliberate attempt to balance year-round demand with coastal and alpine lifestyle narratives. As the brand eyes Zurich, Athens, and U.S. trunk shows, the merchandising challenge will be to harmonize the threads of performance, luxury, and effortless wearability across men’s and women’s lines while preserving the brand’s distinct identity.

Industry observers should watch how Sease handles the balance between luxury performance aesthetics and price position, which often dictates speed of sale in multi-channel ecosystems. The brand’s approach—anchored in technical fabrics, modular outerwear, and versatile silhouettes—could inform merchandising playbooks for other luxury houses seeking to broaden women’s wear without diluting a core engineering narrative.

The most meaningful signal is the strategic cadence. The fall 2026 line marks a significant milestone, but the spring 2027 drop is described by Franco Loro Piana as a decisive moment to deliver a cohesive, cruise-ready wardrobe that translates coastal living into a seasonal, multi-functional collection. This indicates a long-term commitment to a women’s product platform that integrates travel, sport, and leisure into a single, cohesive narrative.