La Perla is expanding beyond the lingerie and loungewear it's so well-known for with the launch of a women's ready-to-wear collection for the spring/summer 2017 season. Additionally, La Perla has named Julia Haart its new creative director.
Haart takes over for Pedro Lourenço, whose contract with La Perla ended in July. In her new role, Hart will oversee lingerie, sleepwear, beachwear, accessories, menswear and the new ready-to-wear collection. She has already worked closely with La Perla on two accessories collaborations — one for spring/summer 2016 and another for fall/winter 2017.
"Julia Haart comes to La Perla as a trusted advisor, bringing consideration of the female body and experience of wear and beauty as a primary focus. La Perla's spring/summer 2017 collection will be a revolutionary one, not just for our brand but for women's fashion in general, thanks to a strong mix of our Atelier's savoir faire, a woman who is extremely talented as a creative director and the best materials in the world. Julia's work is emblematic of the La Perla lifestyle, and I am excited to work with her on this new cornerstone of the brand's history," La Perla chairman Silvio Scaglia said in a press release.
"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," Hart told Vogue.
"I thought about all the things that bother me about clothing, like those pieces that you just have so much difficulty finding that I would call the essentials of any woman's wardrobe, and that's what I geared this collection toward. I thought of the items that I had a hard time finding or that never fit well, like a white button-down shirt that stays and doesn't move, isn't cut for a man or is too tight-just those simple basics," she added.