La Perla Announces New Creative Director

La Perla has announced the appointment of its new creative director, Julia Haart. She replaces Pedro Lourenço, who started at the company in January and left the company after completing his contract in July.

"La Perla thanks Pedro Lourenço for his vision executing the first phase of evolution for the brand towards a complete lifestyle proposition," read a statement from the Italian lingerie and beachwear label.

Haart - who will oversee the label's lingerie, sleepwear, beachwear, accessories and menswear lines - will make her debut in September, presenting La Perla's new ready-to-wear collection at a presentation in Milan. She previously collaborated with the brand on accessories edits for its spring/summer 2016 and autumn/winter 2016 collections.

"Julia comes to La Perla as a trusted advisor, bringing consideration of the female body and experience of wear and beauty as a primary focus," said chairman Silvio Scaglia. "La Perla's spring/summer 2017 collection will be a revolutionary one, not just for our brand but for women's fashion in general, thanks to a strong mix of our atelier's savoir faire, a woman who is extremely talented as a creative director and the best materials in the world. Julia's work is emblematic of the La Perla lifestyle and I am excited to work with her on this new cornerstone of the brand's history."