It's not quite the festive season in London until famed department store Harrods is completely decked out and lit up. And this year, Loro Piana has gone full on with a complete takeover of Harrods' façade and more.

Across 36 windows of Harrods, the Italian brand invites everyone on a fantastical journey of its inner workings. The various animations showcase Loro Piana's 100-year-long heritage and savoir-faire as quality materials and brand icons are transported from one scenography to the other in beautifully intricate displays. It's like a grown-up, more luxurious version of Santa's workshop where, instead of toys, cashmere creations and bags such as the Loom bag are the gifts. Each window is also a lesson into the Loro Piana story with blurbs of descriptions to things like its Coat of Arms, the Gift of Kings series, technology like the Storm System, and more.

Beyond the splendour of the windows and decorations, the Loro Piana takeover includes two special pop-ups stocked with a series of gift ideas made exclusively for Harrods. They span across both women's and men's ready-to-wear rendered in winter-ready fabrications the likes of Sopra Visso wool, Baby Cashmere, and Vicuña. Timeless pieces like scarves (in a variety of materials and designs) and a slate of tailored selections offer everyday style accompaniments with a British undercurrent of equestrian touches, checks and classic solid hues. A selection of scarves can also be customised with initials for that extra personalised touch.

While the takeover and pop-ups are temporary, they herald Loro Piana's expansion within Harrods. Two permanent spaces are due to open—one dedicated to a kids' collection, and another to Loro Piana Interiors. It's safe to say that with its 100th anniversary this year, the Maison definitely wants to end it big.

The Loro Piana takeover of Harrods London will run until 7 January 2025.