In 1954 Ada Masotti, an Italian woman full of talent and courage, began the journey towards her dream: creating an atelier of corsetry in the name of the best Italian tradition.
Beginning in a small laboratory in Bologna, the Italian town renowned for its solid tradition of silk factories and textile manufacturers, Ada used her talent as a skilled corset maker to create works of art enhancing feminine beauty.
The Swinging 60s
The swinging sixties spawned a generation of young people looking for a fresh, sexy and unconventional style. New fashion icons emerged to the rhythm of The Beatles, The Rolling Stone, Jimi Hendrix, and The Who. Brigitte Bardot was legendary, and the waifish Twiggy and Jean Shrimpton were destined for fame.
The ideals of peace, love and
"flower power", as championed by the hippie generation, swept a wave of profound change the country. La Perla launched a new concept of lingerie: it released more colourful collections with multicoloured floral, plaid, and checked patterns.
The great youth revolution carried on into the seventies. It was a time of sexual freedom, conscientious objection, and commitment to women's rights. The trends of the seventies called for lingerie that would give the wearer a sleek and natural shape. La Perla moved in this direction by furthering its research and creating lightweight, comfortable and loose-fitting designs including versatile silk knits.
A decade of decadence and hedonism marked by the drive to succeed at all costs. Women's fashion embraced the extremes: the daytime suits of a growing army of career women, contrasting with the extravagant evening wear characterised by pouf skirts, shoulder pads and ultra-bright colours. By this time, La Perla had become world famous, with collections in the most prestigious markets.
Women began to realise the primacy of undergarments, no less important than the outerwear that concealed them, a fully-fledged lingerie boom ensued.
In the wake of the glittering eighties, fashion in the early nineties favoured rich fabrics with elaborate lines and glamorous nonchalance. La Perla campaign shoots portrayed a dramatic, dynamic and intensely seductive woman in lingerie that matched her shoes, jewellery, jackets, and even hats.The trend of blurring boundaries between public and private emphasised the gradual ascent of lingerie to the world of fashion.
Elegance & Style
Femininity in the purest state. Dream, emotion, perfection. La Perla continued to shape every woman’s desires and interprets its collections with a creative sensitivity at the highest level of elegance and style.
La Perla had followed the evolution of the female body through different fashions and trends becoming the lingerie and beachwear brand synonymous with “Made in Italy”.
La Perla's ability to transmit the spirit of its creations across each decade is certainly the secret to the brand's success. Thanks to the collaboration of talented photographers La Perla visual communication was, and still is, a passionate exploration of the feminine universe.
La Perla stands as a global leader in the luxury fashion market, proving that what would be considered as a historic brand, can adapt, innovate and transform in the face of competition and the obstacles that affect the societies we live in.