In keeping with a business strategy focused on rebuilding a solid, luxury image for the La Perla brand, the company has chosen to relaunch its men’s wear division at Pitti Uomo. On Thursday, the brand, which after years of financial troubles was acquired by Pacific Global Management last June, will unveil its new collection with a runway show at the Dogana venue at 5 p.m.

“We wanted to make a statement on the importance of the collection. We want to start strong and demonstrate commitment,” said La Perla North America chief executive officer Suzy Biszantz, who also pointed out that “this collection is very fashion- and design-driven.”

Positioned in the high-end segment of the market, the collection will include underwear, beachwear and loungewear, “which can also be worn in the evening to go out,” said La Perla’s recently appointed creative director Emiliano Rinaldi.

“The collection was born in a very natural and instinctive way, the company’s executives didn’t impose anything on me,” said Rinaldi, explaining that, as soon as he joined the label, he found himself knee-deep in the company’s archives. “I got inspired by La Perla’s spirit, tradition and luxurious allure. My goal is to bring back and revisit the company’s signature elements, imbuing the men’s line also with a sensual vibe.”

In order to reach his goal, Rinaldi played with transparencies, layering and precious details. Key pieces include a silk robe worn over a see-through vest, a kimono-inspired raffia robe, along with high-waisted underpants that, when worn under trousers, look like a cummerbund. Rinaldi also worked soft, lightweight cashmere for T-shirts, sweaters and hooded tracksuits with a streetwear feel. A “mystic print” of pearls is reminiscent of eyes with wings and appears on a range of pieces, such as a fluid silk pajama and swim shorts.

In the U.S., La Perla men’s line is currently sold exclusively in the company’s flagships. “It’s totally new for the U.S.,” noted Biszantz. “We are launching this collection on a white canvas.”

According to Biszantz, over the next few months, La Perla will redesign some of its stores, including the boutique on New York’s Madison Avenue, dedicating specific areas to the men’s offering. “We also aim to sell the collection to various high-end, selected boutiques in the U.S., Canada and in luxury resorts in the Caribbean, as well as online,” Biszantz explained.Alessandra Turra

NEXT: Luxottica Group >>


Italian eyewear giant Luxottica Group will launch a new project realized in collaboration with American street style photographer Scott Schuman of The Sartorialist.

Today at Florence’s Giardini Corsini, Luxottica will unveil “Faces by The Sartorialist,” an online platform collecting images paying homage to the world of optical frames. In particular, Schuman, during his trips around cities including Milan, Rio de Janeiro, Shanghai and Paris, captured people wearing Luxottica optical frames. A link will connect each shot with the Web site of the eyewear brand featured in the picture.

“Eyeglasses are fascinating objects, they can both bare a person or transform him,” said Schuman. “From my experience, nowadays people experiment more with eyeglasses, which are considered trendy accessories. It was exciting to catch the real essence of Luxottica frames.”

The images will be available both at and at the@facesbythesartorialist Instagram account.

Those attending the launch event in Florence will be the first to interact with the Web site and will have the chance to take pictures wearing a number of Luxottica styles. In addition, after the launch, “Faces by The Sartorialist” will be continually updated with various contributions from a series of creative people operating in different areas around the globe.A.T.

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