La Perla has a new creative at its helm. Pedro Lourenço has been announced as the brand’s new creative director, effective immediately. Graduating from roles at Giambattista Valli and Lanvin, Lourenço wil show his first collection for the label – which made its name in lingerie but has recently branched into beachwear, loungewear and menswear – during Milan Fashion Week.
“I have always admired La Perla,” Lourenço said in a statement. “I am fascinated by the early days of the brand: a small atelier focusing on corsetry made to the highest standards and designed to enhance the beauty of women. The founder, Ada Masotti, a visionary woman, was aware of the fact that fashion was constantly being revolutionised and lingerie had to change with it. In her universe, modernity walked hand-in-hand with femininity and functionality did not preclude creativity. 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.”
The young designer will continue to run his eponymous brand, which he debuted in 2010 at Paris Fashion Week when he was a tender 19 years old, and will take up the reins of La Parla armed with a unique preparation for the role: he was prepped for his craft by his fashion designer parents, Reinaldo Lourenço and Gloria Coelho, as he grew up in his native Brazil.