How does a lingerie brand transcend time and evolve in the ultra-competitive luxury fashion industry? Look no further than La Perla, the storied brand that has left its mark in the fashion world for the past six decades.
So how did it all begin? Back in 1954, a young couturière in the Northern Italian town of Bologna, known for its silk and textile trades, founded what would become one of the world’s foremost luxury lingerie brands. Trained as a corsetmaker, Ada Masotti and her family redefined the lingerie—and, subsequently, the fashion—industry. Ada’s background in corsetmaking allowed her to create true works of art, with the utmost attention to detail.
In the decades that followed, La Perla continually managed to successfully stay ahead of the trends. As the 1960s ushered in the hippie generation, Ada and the La Perla brand began creating a more unconventional style for their designs. Color was king, with playful floral and plaid patterns being integrated into La Perla looks—a true sign of the times.
By the 70s, the sexual revolution was well underway. Never one to lag behind, Ada began incorporating more lace, silk and transparent fabrics into the brand. Ten years later, the 1980s brought in the decade of decadence, career women and the introduction of power dressing. Much like their extravagant fashion, women also wanted elegant lingerie. And, as always, La Perla delivered.
La Perla closed out the twentieth century by blurring the lines between outerwear and undergarments. The 2000s were focused on the elegance and style of pure femininity with a visual identity that was distinctly La Perla. Strong campaigns shot by renowned photographers could be found alongside the world’s most noted luxury brands in fashion publications the world over.
Now, with 65 years under La Perla’s belt, the brand continues its evolution with a nod to the innovation and transformation that helps La Perla stand apart. Celebrating six decades of exquisite craft, La Perla launches Macramé Noir, a limited edition anniversary collection helmed by Creative Director, Alessandra Bertuzzi.
Bertuzzi’s designs draw from Ada Masotti’s signature macramé craftsmanship, with elegant details like black hand-placed Swarovski crystal accents. The looks are feminine, sensual and unapologetically luxury; the collection brings the sensuality of La Perla lingerie to the streets of Miami, with wearable and effortless looks. And true to Ada Masotti’s mission for the brand, the collection includes pieces for the big and small moments in a woman’s life, and everything in between. La Perla, Bal Harbour Shops, 9700 Collins Ave., 305-864-3173, laperla.com
Photography by: Courtesy of La Perla