At Friday’s Loro Piana presentation in the center of Milan, a stand of mannequins comprised what was informally referred to as the Succession section, a nod to one reason why the 99-year-old uber-luxury brand is currently having a surprising moment of hype.

When the show returns to the airwaves for its fourth and final season next month, Jeremy Strong, who plays the billionaire scion anti-hero Kendall Roy, will likely be wearing a custom Loro Piana jacket the brand sent him at the actor’s request.