In a move to expand beyond pretty lingerie, La Perla announced the hiring of acclaimed Brazilian designer Pedro Lourenço as its first proper creative director on Tuesday. Lourenço's first collection for the Italian lingerie and beachwear company is slated for fall 2016, and will be presented during Milan Fashion Week at the end of next month. Although he will continue designing his namesake label, Lourenço is additionally responsible for La Perla's lingerie, sleepwear, beachwear, loungewear, accessories and menswear lines, as well as its Atelier collection, presented during Paris Couture Week.
"[La Perla's] founder, Ada Masotti, a visionary woman, was aware of the fact that fashion was constantly being revolutionized and lingerie had to change with it," said Lourenço in a statement. "She changed the way the world thinks of lingerie. I am amazed by the philosophy she created and I want to bring it back today."
Added La Perla Chairman Silvio Scaglia, "La Perla, together with Pedro Lourenço, will blur the boundaries between lingerie, beachwear and outerwear, extending its natural focus on sensuality, elegance and preciousness." With his new creative director role, Lourenço will also be tasked with expanding La Perla into a global and lifestyle brand, specifically through its "Extended Intimacy" concept, which crosses into daywear. The line was introduced for spring 2016 in a campaign starring models Mariacarla Boscono, Liu Wen and Natasha Poly — a play to win over the high fashion world if we've ever seen one.