PARIS — Jean Paul Gaultier, who famously put Madonna in a cone bra in the Nineties, has designed a high-end lingerie range in collaboration with Italy’s La Perla, due to enter stores in November.
This story first appeared in the June 29, 2010 issue of WWD. Subscribe Today.
The tie-up marks the first official lingerie line for the couturier, who has flirted with the category since the conception of his first corset dress almost 30 years ago.
The new capsule collection spans 27 styles, nearly entirely handmade, using the finest fabrics and techniques. Dubbed La Perla, Designer Collection, it includes a waist-cincher corset, extra-high briefs and a bodysuit and bras inspired by the famous cone style.
The palette focuses on black and pink, with accents of coral and duck blue.
Gaultier plans to preview the venture at his couture show here July 7 by sending out two elaborately constructed, limited edition pieces from the new La Perla line.
Alain Prost, chief executive officer of La Perla, described the collaboration as a renewable two-year partnership. A capsule collection of beachwear is to be added in March, he added.
“I met Jean Paul Gaultier a few months ago, and we immediately hit it off because we shared a common vision of beauty, style, taste and quality. So we agreed to try this adventure together and unite our savoir faire,” said Prost.
Retail prices start at 500 euros, or $618 at current exchange rates, for a bra and panties and up to 1,000 euros, or $1,236, for elaborately constructed and embroidered guêpières and corsets.
The line will be carried in about 100 select doors worldwide, including Jean Paul Gaultier and La Perla stores, plus department stores such as Neiman Marcus, La Rinascente and Galeries Lafayette.
Prost declined to give a first-year sales forecast but expects to sell in excess of 10,000 pieces with the first capsule collection that goes on sale in November.
Beachwear also long has featured in Gaultier collections, and Kylie Minogue, among other celebrities, counts as a fan of Gaultier undies. The pint-size pop star wore a black cone bra and girdle panty by the designer for her “All the Lovers” video released earlier this year.