La Perla has officially appointed a new creative director. Pedro Lourenço, who has previous experience at Lanvin and Giambattista Valli, will present his first collection for the Italian luxury lingerie brand at Milan Fashion Week.
Speaking to British Vogue, Lourenço said: “I have always admired La Perla. 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.The founder, Ada Masotti, a visionary woman, was aware of the fact that fashion was constantly being revolutionised 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."
Lourenço replaces Emiliano Rinaldi, who parted ways with the label in June 2015. Lourenço is reported to continue running his namesake brand, which he debuted in 2010 at Paris Fashion Week when he was only 19 years old.
La Perla chairman Silvio Scaglia told British Vogue that talent, style and creative maturity were the three main factors why the brand appointed Lourenço.
"His approach and style relate to our founding values and reflect the path overtaken by the brand in the last two years. The sartorial excellence and sensibility for the female body combined with a quest for innovation are pillars of La Perla and match the skills and talent of this young designer. La Perla, together with Pedro Lourenço, will blur the boundaries between lingerie, beachwear and outerwear, extending its natural focus on sensuality, elegance and preciousness,” Scaglia said.