Byline: Karyn Monget
The irresistible combination of rich fabrics — cashmere, silk, lavish laces, custom-detailed embroideries — and sexy imagery characterizes the campaigns that have made La Perla, Natori and Hanro the best-recognized luxury lingerie labels.
But unlike Victoria’s Secret or Frederick’s of Hollywood — which tap into the mainstream fantasies of middle America — La Perla, Natori and Hanro promote the sophisticated side of sexy for different women and lifestyles. La Perla’s products and ad campaigns tend to evoke images of “La Dolce Vita,” titillating consumers with visuals of worldly women who are as forward in their fashion tastes as they appear to be in their lifestyles. A typical scenario has been an intimate moment shot in an Italian palazzo between a woman in La Perla and a handsome companion.
Natori’s forte has long been combining the elegance of Old World craftsmanship with silhouettes that are sophisticated and modern. Many of her sleepwear and lingerie designs mirror Josie Natori’s personality: that of an active, confident woman who knows how to get what she wants. Her latest ad campaign comprises vignettes of women in bustiers and bras and panties, all of whom appear to be anticipating a sexual encounter in a dark, romantic setting. This is a far cry from Natori’s early days, when her first nightshirts sold to Bloomingdale’s featured high-neck treatments and long sleeves, and didn’t reveal an ounce of flesh.
Hanro’s message is that of the sexual free spirit, especially in its ad and marketing campaigns, which depict long-legged sirens in minimal, clean-looking camis and panties and bodysuits of mercerized cotton. The models — suntanned, confident and aloof — insouciantly lounge about a contemporary spa-like environment, which reflects the ultramodern edge that is Hanro’s signature.
1 La Perla
6 Lou Lingerie