LA PERLA - HISTORY OF LINGERIE - DESIGNER GUIDES TO FASHION

In 1954 in the Italian town of Bologna, Ada Masotti laid the foundations of the luxury lingerie brand La Perla. Masotti was already established as a master corset maker in Bologna, a town that boasted a strong artisan craft tradition with a flourishing textile and silk industry. Starting as a small factory, La Perla quickly flourished as Masotti infused her technical skill in traditional Italian lingerie production and a desire to complement feminine beauty. Masotti invented new styles and types of lingerie, her innovative eye permanently altering the way women relate to lingerie. Masotti considered her creations to be precious and feminine like a pearl and so she presented her pieces in boxes lined with velvet, leading to the name La Perla. The 1960s was a period of dramatic social transformation culminating in the hippie generation. The women of the 60ʼs sought styles that were new and eclectic and would reflect the strong values of peace and love of the time. Alongside the cultural revolution La Perla released an unprecedented colourful collection of lingerie featuring floral, plaid and checked patterns as well as its traditional white, black and nude pieces. Following this period came the diffusion of sexual freedom and 2nd wave feminism of the 1970s called for a style of lingerie that complemented the natural shape of women. La Perla responded to these trends with its innovative creation of lightweight and relaxed fit lingerie using silk and knit materials. The 1970s als