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NEW YORK — Luxury brand La Perla is the first Italian lingerie line picked to participate in a new exhibit called Fashion DNA at the Rijksmuseum in the historic Nieuwe Kerk cathedral in Amsterdam.

The exhibition has been designed in a contemporary style by Italian architect Italo Rota, who is known for his work for fashion houses Roberto Cavalli and Christian Dior, as well as the 2006 Winter Olympics in Turin, Italy.

Looks by celebrated modern and contemporary designers, including Hermès, Chanel and Vivienne Westwood, as well as activewear brands Adidas and Puma, will also be on exhibit. The presentation will feature lingerie by Parisian corsetry house Cadolle, Dutch corset brands Klis and Marlies Dekkers, and Demask, which created Janet Jackson’s infamous dress for the Super Bowl in 2004.

The presentations will be illustrated by dozens of film excerpts, video clips, ads and vintage newsreels. A main point of interest will be the influence of style icons on fashion and fashion’s impact on the images and identities of celebrities such as Madonna, Cliff Richard and Robbie Williams.

The theme of the Aug. 1-22 exhibit will be “the body, identity and image,” said Anna Masotti, creative and design director of Gruppo La Perla, based in Bologna, Italy.

Masotti said La Perla will show “two of its most interesting pieces” — a Madame Pompadour-inspired bodice-brief called the Black Label Panier that was showcased in La Perla’s fall-winter 2004-2005 collection, and the Collier Bra, a richly embroidered bra that is part of the spring-summer 2006 line.

“These pieces very well represent our style in its different elements,” said Masotti, the daughter of Alberto Masotti, chairman and chief executive officer of the family-owned company. “The Black Label Panier is representative of the seductive charm of the bustier and its retro style is a typical aspect of La Perla tradition. The Collier Bra represents exactly what we mean by couture lingerie, a concept we have worked on since the inception of the company. It comes from craftsmanship, precious fabrics and decorative lingerie that can be worn to be shown on the outside.”

Gruppo La Perla, which was founded in 1954 and generates annual wholesale sales of around $250 million, will also be part of “Love & War,” an exhibit at the Fashion Institute of Technology in Manhattan that will run Sept. 9-Dec. 16.

This story first appeared in the June 26, 2006 issue of WWD. Subscribe Today.

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