First launched in Bologna in 1954 by corset maker Ada Masotti, La Perla has evolved to become one of the most well-known luxury underwear brands in the world.
The brand name was inspired by the elaborate way Ada would present her products to customers - carefully packaging them away in red velvet boxes similar to those you would use for jewellery.
One of the brand’s most beloved campaigns back in 1966, photographed by Studio Martelli, interprets the prevailing flower power of the time with a model covered in faux florals.
As sexual liberation and the spirit of rebellion swept across the world, La Perla’s designs became sleeker and more natural as new research brought 'lightweight, comfortable and loose- fitting designs.’
Supermodel Grace Jones became the face of La Perla’ s swimwear campaign in 1974, in a series of photographs taken by Marco Emili.
As millions of women pulled on their power suits and got to work in the 1980 s, La Perla rose to meet the needs of women with a busy schedule.
The 90 s marked a glamorous new decade for La Perla, which saw the brand adapt to the underwear as outerwear trend that grew throughout the period. Everything from embroidered underwire bodysuits through to modern minimal Sculpture bras were launched around this time, while the first international La Perla boutiques were also opened in 1991.
The noughties were another big decade for La Perla. With a focus on “femininity in the purest state” as well as “dream, emotion, perfection”, the brand additionally shifted to focus on the power of its Italian heritage.
Although La Perla’s bread and butter is lingerie, a line of men’s swimwear was highlighted in 2006 when Daniel Craig stepped into the role of James Bond for the very first time.
The early 2010s saw a collaboration with Jean Paul Gaultier, who reimagined Madonna’ s iconic cone bra that he designed for her in the 1990s.
The company also traded hands in 2013 as it was purchased by Pacific Global Management and Silvio Scaglia, who claimed he had purchased it for $ 90 million at auction and beat the likes of Italian fashion group Calzedonia.
Another high-profile moment came in 2017, when the brand presented a star- studded runway show during NY Fashion Week which saw the likes of supermodel Naomi Campbell, Joan Smalls, Isabeli Fontana model its designs. Brand ambassador Kendall Jenner closed the show in a see- through gown.
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