Julia Haart

Pedro Lourenço is out and Julia Haart is in at La Perla.

Earlier this year, the Italian lingerie brand hired Lourenço to be its first creative director. The Brazilian designer was tasked with overseeing the brand’s lingerie, sleepwear, loungewear and accessories collections for men and women along with the Atelier collection.

Now, La Perla is deciding to go in a different direction and has brought on Haart to lead its creative team — Lourenço completed his contract in July. Haart, who designs her own footwear line, worked with Lourenço on La Perla’s spring and fall accessories collections.

“Julia Haart comes to La Perla as a trusted adviser, bringing consideration of the female body and experience of wear and beauty as a primary focus,” said La Perla’s chairman Silvio Scaglia. “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.”

Lourenço produced a fall 2016 ready-to-wear women’s collection and Haart will continue that endeavor.

Since being purchased by Pacific Global Management in 2013, La Perla has been on a mission to grow its lifestyle offering and expand its retail footprint.

Last May it reopened its Madison Avenue store, which was redesigned by architect Roberto Baciocchi to accommodate newer categories including men’s sleepwear, underwear and women’s sunglasses. It also opened stores in Atlanta, San Francisco and Houston and moved its Chicago, Honolulu and Bal Harbour, Fla., stores into larger spaces. Its other New York locations in SoHo and TriBeCa were set to be updated.

At the start of the year, Suzy Biszantz left La Perla as its chief executive officer for the Americas to become president at denim brand Joe’s. Biszantz joined the La Perla in 2008. She’s been replaced by Magali Maenner, who was named CEO of North America in December 2015.

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