Search Modern Luxury

Aprés and Art

Aspen Art Museum partners with Loro Piana for a fashionable fete.

Aspen Art Museum National Council member Amy Phelan and AAM board of trustees member Marcy Edelstein attend Freestyle, the museum’s winter benefit.


Every Dec. 28—three days shy of the biggest party night of the year—comes our mountain town’s chicest après-ski celebration of the year: Freestyle, the Aspen Art Museum’s winter benefit. For the first time, luxury brand Loro Piana serves as the title sponsor of the event that draws a who’s who of Aspen’s A-listers and art enthusiasts. “Loro Piana is a company world-recognized for holding the highest standard in luxury design while remaining committed to responsible stewardship of natural resources,” says AAM Nancy and Bob Magoon CEO and director Heidi Zuckerman Jacobson. “We share the same values—providing the highest quality of experience in exhibitions, programs, publications and more.” Loro Piana Deputy Chairman and CEO Sergio Loro Piana agrees that the cultural institution and the luxury brand are a well-matched pair. “The Aspen Art Museum has a local and international appeal which parallels Loro Piana’s reach. The patrons of the museum support their curatorial efforts in the same way Loro Piana’s customers are invested in each product and the story behind it.” The late-afternoon soiree, chaired this year by Jonathan Lee, Adam Lewis and Amnon Rodan, kicks off with Champagne and cocktails as guests stroll the vast offerings of the silent auction. Later, the live auction, led by Paddle8 co-founder and Phillips principal auctioneer Alexander Gilkes, inevitably draws out the competitive spirit in attendees as they bid on one-of-a-kind items. (Past offerings have included an Italian Wine Merchants travel package to Tuscany, a trip to the Primetime Emmy Awards and seats at some of Milan Fashion Week’s most high-profile shows.) The festive evening is complemented by Loro Piana’s “world and aesthetic on exhibit for everyone to enjoy,” says Loro Piana Chairman and CEO Pier Luigi Loro Piana. Zuckerman Jacobson encapsulates the special evening simply: “Freestyle is about the best of Aspen: mind, body and spirit. [The event] looks at fashion as an art.” Adds Pier Luigi, “It’s the perfect festive occasion to celebrate art and nature, and the power of man to cultivate the best life and nature have to offer.”