La Perla Appoints A New Creative Director

La Perla has officially appointed Pedro Lourenço as the creative director of the brand with immediate effect, confirming rumours that have been circulating since late last year. Lourenço, who has held positions at Lanvin andGiambattista Valli, will present his first collection for the Italian brand - which made its name in luxury lingerie, but has in recent years branched out into sleepwear, loungewear, beachwear and menswear - for autumn/winter 2016 at Milan Fashion Week.

"I have always admired La Perla," Lourenço said of his new employer. "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 will continue to run his eponymous brand which he debuted in 2010 at Paris Fashion Week when he was a tender 19 years old. The designer has been well prepared for his career in fashion, learning his craft from his fashion designer parents, Reinaldo Lourenço and Gloria Coelho, as he grew up in his native Brazil.

"The talent, style and creative maturity of Pedro Lourenço are the reasons of our choice", said La Perla chairman Silvio Scaglia of his new protegé. "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."