La Perla is taking just a few cues from its previous.
The luxurious lingerie model unveils its ’80s Archive Revival assortment right this moment — simply in time for Worldwide Girls’s Day — drawing inspiration from the last decade and celebrating girly underpinnings (meant to be each seen and unseen) because the model continues to develop its ecosystem.
“This capsule assortment emanates a time that celebrated empowered femininity,” Pascal Perrier, chief govt officer of La Perla Trend Holding N.V.’s predominant subsidiary, informed WWD. “The ’80s was an period that was a tipping level in underwear tendencies, the place the strains between innerwear and outerwear blurred. For a lot of it was a decade of self-expression and extra particularly a interval the place ladies embraced lingerie to empower themselves, with style icons like Madonna and Cher, who every wore La Perla for his or her respective music movies and single covers.”
La Perla’s newest muse is London-based mannequin and actress Iris Legislation — aka Jude Legislation’s daughter — who appeared within the new marketing campaign, which manages to be each female and basic with its number of lacy black bras, underwear, bodysuits, corsets, slipdresses and equipment.
In keeping with Girls’s Historical past Month, feminine photographer Indigo Lewin shot the marketing campaign, whereas mannequin Isabela Grutman labored on a styling video for La Perla, mixing her personal items with the brand new assortment, which ranges in worth from $255 for a face masks to $1,903 for a gown. The 13-piece capsule is accessible for a restricted time at laperla.com and La Perla shops, in addition to choose wholesale companions, reminiscent of Selfridges, Internet-a-porter, Bosco and Ssense.
The ’80s Archive Revival additionally marks the primary time the 66-year-old model is opening its archival vault to share classic La Perla photographs and to revisit basic La Perla silhouettes for a brand new assortment. “So it’s very particular,” Perrier stated.
However the capsule is only one instance of the Italian innerwear model’s evolution — each on-line and offline. In December, the corporate unveiled the LP Lab in New York’s SoHo neighborhood. As a substitute of opening a brand new pop-up store each few months, the partitions of the LP Lab rotate periodically to provide the area a refreshed appear and feel.
“We’re seeking to prolong these codecs to different markets, together with the Mediterranean and Asia,” Perrier stated. “An emphasis on a deeper luxurious mannequin of personal areas and [very important client] retailing can be a precedence, which we’re testing in a by-appointment-only area on Madison Avenue [in] New York Metropolis.”
The lingerie store relocated to the area at 1000 Madison Avenue, not removed from its earlier spot on Manhattan’s Higher East Aspect, final fall. The identical month it opened a pop-up store on the Fred Segal retailer on Sundown Boulevard in Los Angeles, which runs via April 2021. As well as, the model opened a retailer in Highland Park Village, a shopping mall in Dallas, in August.
“Retail continues to be a pivotal piece inside our channels,” Perrier stated. “We’re evolving, because the world is, [in order] to serve right this moment’s girl, in addition to adapting to the ever-changing retail surroundings, making certain we’re positioned in all key international locations and native markets the place ladies are searching for luxurious. Our intention is to create an intimate and boutique method to retailing that imitates and displays our intimates providing.
“China stays an vital marketplace for luxurious and La Perla,” the CEO continued. “Following the launch of 4 shops within the area this previous 12 months, we’ll be persevering with to develop our retail footprint to different key cities, alongside investing in our native e-commerce proposition.”
These on-line alternatives embody La Perla’s place in Amazon’s Luxurious shops and “Villa La Perla,” a digital platform celebrating the anniversary of the Maison assortment, each of which had been rolled out final fall. Through the holidays, the corporate launched “La Perla Concierge,” a digital service that gives on-line bridal consulting, styling suggestions and reward suggestions.
In the meantime, La Perla has additionally expanded into magnificence, shapewear and plus-sizes within the final 18 months, all of which Perrier stated has helped the model attain a wider demographic — even in the course of the pandemic.
“Lovely lingerie has a transformative energy,” he defined. “We observe clients are prioritizing their very own consolation with out compromising on model, high quality or design. Whether or not our clients wish to put on La Perla for one thing particular or at residence as an on a regular basis luxurious, greater than ever they wish to spend money on items which assist them really feel nice and stand the check of time.”