La Perla, the luxury Italian intimates brand famed for its lacy little things and seductive lingerie, is expanding its ready-to-wear presence under a new creative director, Julia Haart. The new director aims to produce lingerie-inspired pieces from slip dresses to corsets worn as tops, as seen on celebrities, such as Rihanna, Kim Kardashian West, and Gigi Hadid, in order to capitalize on the style trends of the moment.
“What we’re trying to do with this ready-to-wear collection is to bring something newer to the market. I think women want a new choice, and what I mean by that is I think women have been told their entire lives that you have to suffer for beauty. Well, I don’t believe in that, and I would like to give women a new choice,” Haart told Vogue.
The designer first thought about all the things that bother her about clothing, such as pieces that people have so difficulty finding that she would call the essentials of any woman’s wardrobe. She therefore geared the collection towards that goal.
However, Haart doesn’t aim to change the brand’s image either.
“I love that La Perla has this sexy, sensual kind of image, and I certainly would never want to change La Perla’s DNA. My idea is that you can embrace your femininity and it doesn’t have to be only in your undergarments. If you’re wearing a suit, a dress, it should be molded to a female form while still being professional, beautiful, chic, elegant, one does not negate the other.”
Customers can expect to see double-face silk dresses and bras as a third piece to a woman’s suit in the new collection
Haart joins La Perla as creative director after the contract of Pedro Lourenço, who worked to amp up the house’s ready-to-wear with a boudoir spirit, expired last month.