Luxury Italian label La Perla has never really had a proper creative director, until now. Pedro Lourenço was named to La Perla’s creative director position on Tuesday, and is filling Emiliano Rinaldi’s position, as he left the label back in June of 2015 in a move to make way for the company to transition into a role as a global lifestyle brand. La Perla is most well known for its lingerie, but also produces beachwear, sleepwear, loungewear, accessories, menswear lines, and an Atelier collection, which is annually shown at Paris Couture Week.
The Brazilian designer will be in charge of taking the already stunning lingerie and other products and finding a way to expand the brand, beginning with his first collection for the brand, set to walk the catwalk next month for fall 2016 at Milan Fashion Week. Lourenço will still be at the helm of his own eponymous label, and now he is adding on the additional responsibilities of all the different lines and product types of La Perla, a brand, which he holds in high regard.
“I am fascinated by the early days of the brand: a small atelier focusing on corsetry made to the highest standards and designed to enhance the beauty of women,” Lourenço said in a statement. “[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. In her universe, modernity walked hand-in-hand with femininity, and functionality did not preclude creativity. 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.”
It seems the additional tasks at hand don’t strike the designer as daunting, and as the designer has formerly maintained positions with Lanvin and Giambattista Valli, he knows what to look for in a successful, large-scale brand. And adding in his work with his own label, we hope to see some of his personal design aesthetic tossed in, such as his trademark innovation and use of graphic detailing and visual effects. He exudes a sense of motivated excitement to carry on the legacy of La Perla, and executives at the lingerie label agree that this partnership will only further its success.
“The talent, style, and creative maturity of Pedro Lourenço are the reasons of our choice. His approach and style relate to our founding values and reflect the path overtaken by the brand in the last two years,” said Silvio Scaglia, chairman of La Perla. “La Perla, together with Pedro Lourenço, will blur the boundaries between lingerie, beachwear, and outerwear, extending its natural focus on sensuality, elegance, and preciousness.”
Aside from continuing on the expected elegance of the garments, the task of creating a global and lifestyle brand from La Perla may be the most trying of tasks for Pedro Lourenço. But even this might not be so hard for the designer, as the brand already has an exceptional basis with its “Extended Intimacy,” which blurs the lines between lingerie and daywear. This concept was first introduced in the La Perla’s spring 2016 campaign, and will likely continue to be a high fashion hit as the brand expands. There’s no debate as to the potential of the brand to conform to the desired parameters, but the journey to get there will be exciting for those involved, and for us onlookers as well.
Photo courtesy of La Perla