La Perla hire to blur boundaries as it becomes global lifestyle brand

Liu Wen for La Perla’s Exceptional Intimacy, spring 2016

Italian lingerie company La Perla has selected Pedro Lourenço as its first creative director.

Effective immediately, Mr. Lourenço will work to turn the label into a global lifestyle brand, as it expands beyond its mainstay lingerie, lounge and swim lines. Mr. Lourenço’s appointment on Jan. 26 marks the first time the brand has had a “proper” creative director.

Intimate design
The Brazilian designer’s first collection for La Perla will debut in fall 2016. The collection will be presented by La Perla during Milan Fashion Week at the end of this month.

As creative director, Mr. Lourenço will be responsible for designing La Perla’s lingerie, sleepwear, beachwear, loungewear, accessories and men’s lines. Additionally, Mr. Lourenço will design La Perla’s Atelier collection, shown during Paris Couture Week.

In addition, Mr. Lourenço will remain as the designer of his namesake label Lourenço.

Pedro Lourenço, newly-appointed creative director of La Perla 

Beyond the aforementioned creative responsibilities, Mr. Lourenço is tasked with expanding La Perla’s “Extended Intimacy” concept. The Extended Intimacy concept is one tactic to bring La Perla into the lifestyle brand arena as it introduces ready-to-wear pieces.

La Perla introduced the concept for spring 2016 with an advertising campaign featuring models Mariacarla Boscono, Liu Wen and Natasha Poly.

In a statement, Mr. Lourenço said, “[La Perla’s] founder, Ada Masotti, a visionary woman, was aware of the fact that fashion was constantly being revolutionized and lingerie had to change with it. She changed the way the world thinks of lingerie. I am amazed by the philosophy she created and I want to bring it back today.”

Adding to Mr. Lourenço statement, La Perla chairman Silvio Scaglia said, “La Perla, together with Pedro Lourenço, will blur the boundaries between lingerie, beachwear and outerwear, extending its natural focus on sensuality, elegance and preciousness.”

A number of iconic fashion houses are currently operating without creative directors, including Lanvin and Christian Dior (see story).

Most recently, after a two-year stint without a creative director, Mulberry selected Johnny Coca to fill its empty position. Mr. Coca replaced Emma Hill and took the reigns eight months after his appointment was announced.

Having prior roles at Bally and Louis Vuitton, and leather goods expertise, Mr. Coca is in charge of Mulberry’s footwear, accessories and ready-to-wear collections as well as the “creative aspects of the brand’s image.”

from Luxury Daily » Apparel and accessories http://www.luxurydaily.com/la-perla-hire-to-blur-boundaries-as-it-becomes-global-lifestyle-brand/
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