Sease Opens Store in Paris, to Launch Tennis Kit at Milan Men’s Fashion Week

MILAN — Sease has landed in the City of Lights.  

The Milan-based performance lifestyle brand geared to the mountains, seas and cities has opened its first store in Paris, a 1,237-square-foot unit nestled in Rue du Faubourg Saint-Honoré. This adds to existing units in Milan, Geneva and Dubai, as well as high-end ski destinations like St. Moritz, Gstaad, Courchevel, Verbier and Kitzbühel, and resort ones such as Forte Dei Marmi and Sardinia.

In an interview, Franco Loro Piana — who launched the label with his brother Giacomo in 2018 after working at his family’s luxury textile company until it was sold to LVMH Moët Hennessy Louis Vuitton for 2 billion euros in 2013 — underscored the strategic role of the location and the French market overall, especially in further enhancing Sease’s positioning and brand awareness.

For the interior concept, the Sease team continued to work with Swiss designer Sebastiano Tosi and his studio, following the blueprint of the other Sease units that blend natural materials, including teak wood and upholstered furniture, with carbon fiber elements.

Novelty in the format will be introduced with the other store opening planned for this year. To be unveiled around November, a unit in Monte Carlo will come with a terrace, adding an outdoor space to the retail experience. Loro Piana plots to dedicate the area to hospitality-leaning activities to further express the lifestyle ethos of the brand.

Info-tainment and digital implementation that could enable customers to learn more about the brand are planned for the Sease store expected to open in Abu Dhabi in February 2026.

“The Middle East is a market of great importance for us. After the store we opened at Dubai Mall last year and the positive feedback we received, we decided to pursue this opportunity, too,” said Loro Piana. 

According to the executive, Europe — the company’s best-performing market at the moment given the concentration of Sease stores in Italy and Switzerland — still has room for growth, especially in cities like London and summer resort destinations such as Saint-Tropez, Portofino, Capri and Taormina.

The U.S. is the next big target. The brand is already sold in key retailers and tested the pop-up format locally, but Loro Piana is aiming to have a retail presence there in the next two to three years.

Ditto for South Korea and Japan. “It’s been two years that we’ve started to commit deeper in these countries. They are still small markets for us but with a lot of potential considering the nature of our products and the aesthetic codes of the brand,” said Loro Piana.

By the end of the year Sease will have 11 retail locations — the one in Verbier will close in October — and Loro Piana predicted the brand’s retail network will reach between 20 and 30 doors in five years, “considering that for the U.S. alone, if you want to have a minimum of critical mass, you have to have at least five stores.”

As for wholesale, the executive doesn’t envision “more doors than we currently have: we would like to consolidate the relationship with these partners, which are the most important, and grow in terms of our presence there in a way that is even more curated.” 

Sease is available in 100 doors globally, including the likes of Bergdorf Goodman, Harrods, Isetan and Antonia, to name a few.

Speaking of Antonia, the high-end retailer’s outpost at the Portrait hotel here will team with Sease for the launch of a tennis-centric see now, buy now capsule collection during Milan Men’s Fashion Week later this month.

In addition to the pop-up installation, the brand will stage the Sease Tennis Club for the occasion, taking over the luxury hotel’s courtyard to set up a tennis court and host activations from June 21 to 23. These will culminate on the final day with an exhibition match with former tennis champion and Sease ambassador Feliciano López, to be followed by a cocktail party.

“We’re so excited of this activation. It’s the first time we’re really doing something important during Milan Fashion Week, so we’re stepping into the fashion scene,” said Loro Piana. “We have this passion for tennis and there’s also all this hype around this sport, so it felt like the right moment for this project.”

In truth, Loro Piana’s link to tennis stretches farther back than the current trend. Three years ago, the brothers set the annual Sease Tennis Cup in Portofino as a moment of sport, entertainment and connection for the brand’s community. “During the last edition we thought of bringing all these elements also to the product, with a dedicated kit,” said Loro Piana. 

“Sease is a lifestyle brand conceived to reconnect with nature and outdoor experiences…like skiing, sailing, surfing,” he continued. “We never claimed to be a sports brand but to offer a wardrobe with a high content of design, tech and performance for everyday life in the city and outside of it, from the mountains to the sea. Tennis is a proper sport but, compared to others, is a bearer of elegance and tradition, which are values resonating also with our brand.”

López is the embodiment of such a spirit. A Sease customer in Madrid, he was introduced to Loro Piana, who praised his charisma and the way he’s still involved in the sport even after retirement, since he holds key roles as tournament director of the Mutua Madrid Open and Davis Cup Final 8. Now he can add another as face of the Sease campaign dedicated to the tennis capsule.

Launching on June 21 at Antonia and Sease’s online and brick-and-mortar stores, the collection is designed for men and women and made of three key looks crafted from natural and sustainable fabrics, such as merino wool, hemp and linen.

The Club look nods to Wimbledon and grass courts with its strict white palette. It features a polo shirt with details in Solaro, Sease’s distinctive technical fabric boasting anti-UV technology and water-repellent characteristics. A cable-knit reversible vest, hemp shorts with a built-in belt and a casual blazer add to the look, while the women’s counterpart includes a sleeveless polo minidress with a pleated skirt and a hybrid jacket in hemp and Solaro.

The Pro option is inspired by fast hard courts with shades of gray contrasting with the iridescence of Solaro fabrics, and a reversible pinstripe vest nodding to Sease’s signature blend of sartorial codes and functionality.

The Resort look, inspired by red clay courts, includes a linen-cotton jersey polo shirt with nylon inserts and turquoise seersucker shorts. Two tennis bags combining performance materials like Dyneema with Italian leather craftsmanship, caps and towels round out the collection.

Overall, Sease’s bestsellers range from its outerwear and elevated leisurewear — like pin-striped hoodies and cashmere tracksuits — to casual tailoring with a high-tech and performance element. These attract a core target of men ages 30 to 60, but the brand has opened up to a female audience as well with the introduction of its ski capsule in 2022.

Loro Piana said he’s looking to embrace a sharper approach to product and streamline the ready-to-wear offering both to give a neater image of the brand and make room for the untapped potential of womenswear and accessories. 

For the former, he hopes to implement essential staples for every season, also to answer stockists’ demands. As for the latter, although in the past the brand has collaborated on specific categories with specialists — including Sebago for footwear, for example — Loro Piana is eyeing expansion on its own for products ranging from shoes to luggage.