Rita Camelli, group public relations director of Elite World, the network of model management agencies that is part of PGM Group, is expanding her job description. Camelli has been appointed p.r. and communications director Italy for La Perla.
Camelli, a foreign languages graduate from the University of Urbino with a masters in business communication from UPA-Cà Foscari, joined PMG in 2008. She became group p.r. director of Elite in 2012, a role that includes managing the communication of Elite Model Look, the group’s international model scouting contest held in more than 30 countries around the world.
With new creative director Julia Haart steering the reinvention of the Italian innerwear brand, La Perla has been expanding its scope and garnering an additional dose of attention through the enrollment of Kendall Jenner to front its advertising campaign, photographed by Steven Klein. The campaign also features Isabeli Fontana and Liu Wen. Jenner was in Milan attending the opening of the La Perla boutique in Via Montenapoleone during fashion week in February.