May 17, 2017 | By WGSN Insider
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The luxury lingerie brand has just announced a new Creative Director, Brazilian designer Pedro Lourenço. La Perla’s Chairman Silvio Scaglia said “the talent, style and creative maturity of Pedro Lourenço are the reasons for our choice. His approach and style relate to our founding values and reflect the path overtaken by the brand in the last two years.”
At the helm Lourenço will be tasked with changing the way consumers think about lingerie, and helping take the brand forward with its new sleepwear, loungewear, beachwear and menswear launches.
Here are five things you need to know about Pedro Lourenço:
He has loved fashion since he was a pre-teen
Pedro Lourenço started his career at the age 12 influenced by his parents, both renowned Brazilian fashion designers, Gloria Coelho and Reinaldo Lourenço. In 2005, when he was only 15, he made his first show at São Paulo Fashion Week with his own brand Pedro Lourenço.
He’s had an amazing career in Brazil
Since he launched his brand, he has accomplished a great deal, notably a special collection with the cosmetics brand MAC in 2014, a successful partnership with Nike for a women’s training collection fronted by Karlie Kloss and an acclaimed show at Paris Fashion Week in 2010.
He’s closing his local store to relocate
Now with his entry into the iconic Italian brand La Perla, he’s decided to close his activities in Brazil, including the closure of his shop in São Paulo, to focus on his new post and he will present La Perla’s first collection for Fall/Winter 2016 at Fashion Week.
His designs aren’t just limited to La Perla lingerie
Lourenço will be responsible for the lines of lingerie, sleepwear, beachwear, loungewear, accessories, menswear and the Atelier collection.
He’s really excited about his new role and the next chapter for the brand
“I have always admired La Perla” –says Pedro Lourenço – “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 revolutionized 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.”
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