A new seasonal collection from La Perla is always a cause to rejoice, but this fall there’s something more to savor: a sleek new La Perla website that makes online shopping both clearer and easier.
The new web presence from the Italian luxury brand debuted last week and it groups the label’s ever-changing number of style ranges into neat sections.
Fans of the brand will celebrate this otherwise mundane news because La Perla‘s online identity has been a patchwork of bits and pieces for years, often presenting the brand in different ways for different markets around the world.
The new site still offers varying product choices depending on what country you’re in, but the overall packaging is uniform and presents all of La Perla‘s delectable creations for everyone to see wherever they live. And, as before, if the item or collection you covet doesn’t show up in the online boutique, chances are it will soon.
It’s been a busy year of re-organizing (again!) for what is often considered the world’s best lingerie label. There’s a new loungewear grouping called the Maison Collection, swimwear now appears in the Cruise collection and, to much applause, La Perla revived its legendary erotic range La Perla Black Label.
This is all part of a corporate re-engineering by the Italian brand to establish itself as a global colossus atop the luxury lingerie market, as it pushes deeper into rich new territories like China and the Middle East.
But it hasn’t always been a smooth growth strategy, as the company seemed to be perpetually consolidating, rearranging and then re-launching some of its core products over the past few years. (Three years ago, La Perla was marketing 12 different sub-brands around the world, then dramatically scaled it back to three. Today, they’re back to eight distinct collections.)
The most compelling collection in the new La Perla lineup is, not surpringly, the revived Black Label. First launched in 2003, the most daring of La Perla‘s brands was shelved six years later, despite being a favorite of stylists and fashion photographers around the world. The company brought it back this year in response to the massive attention paid to the 50 Shades of Grey publishing phenomenon, and a perceived new openness among women everywhere for this kind of high-end kink.
There’s a tremendous amount of ornate, old-world glamor in La Perla‘s new offerings, and a diminished emphasis on contemporary youth-baiting styles that they’ve shown us in recent years.
Interestingly, although much of La Perla‘s brand redevelopment has focused on emphasizing its artisanal Italian heritage (it turns 60 next year), the principal fall-winter collection this year is a tribute to old Spain — rich reds and black playing off against each other, and hints of Toreador styling (there’s even a sheer bolero cape!)
As you look through the campaign images below, keep a watch out for sly references to Spanish cultural touchstones, from Goya to Picasso and anything that is erotically caliente. The message to La Perla fans here? Glamor and passion go hand in hand.