Lingerie Underwear: 60 Years of La Perla

Lingerie Underwear: 60 Years of La Perla

It’s hard to believe that La Perla, italian purveyors of Lingerie underwear and sleepwear, are celebrating 60 years of success this year.

Founded 60 years ago in Bologna, Italy, the home of silk and textile factories stretching back to the 17th century, Ada Masotti or ‘golden scissors’ to those in the know, her skills drew attention to her beautiful lingerie and out of this success she built her own brand, La Perla, named after the red velvet-lined box she sold her exquisite pieces, as though there lay a precious pearl inside.

La Perla has never missed a trick, always followed the traditions and trends of the times and are as much in line with the latest  lingerie underwear fashions as they have ever been. In the Sixties, for example, they designed colourful, patterned Mary Quant inspired collections.

In a birthday special profile in the Independent today, Joëlle Pellegrin, the European managing director for La Perla said,“Lingerie and fashion were once considered two very distinct worlds,”  “Throughout its history, La Perla has played a significant role in the evolution of fashion. In the Sixties, Ada Masotti began by using colours and ideas that were typical of the clothing from the period, then she continued using elegant sartorial techniques for the most luxurious creations.”

The brand has recently launched a made-to-measure service with pieces that will be ‘sewn by hand’ and a rare few pieces will even be “made precious by the use of gold thread”. With prices from £1,300 for a thong to £33,600 for a long-sleeved bodysuit, it’s safe to say that these won’t be for the general market.

Nick Tacchi, the global marketing director told the Independent what the future hold for the iconic lingerie underwear and sleepwear brand; “We are in the age of ‘going back to the origins’. Brands like ours, with a long history behind them, design their collections with this in mind, allowing individuality to flourish even in the most ground-breaking pieces. Today, luxury is defined by things like time. It takes time to create a garment using certain techniques – to produce lace on a 19th-century loom and to model it on the body. This is the true sense of the word ‘luxury’ in our age.”

 

 

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