In 1954 Ada Masotti, an Italian woman full of talent and courage, began the journey towards her dream: creating an atelier of corsetry in the name of the best Italian tradition.

The swinging sixties spawned a generation of young people looking for a fresh, sexy and unconventional style. New fashion icons emerged to the rhythm of The Beatles, The Rolling Stone, Jimi Hendrix, and The Who. Brigitte Bardot was legendary, and the waifish Twiggy and Jean Shrimpton were destined for fame.

The great youth revolution carried on into the seventies. It was a time of sexual freedom, conscientious objection, and commitment to women's rights. The trends of the seventies called for lingerie that would give the wearer a sleek and natural shape. La Perla moved in this direction by furthering its research and creating lightweight, comfortable and loose-fitting designs including versatile silk knits.

A decade of decadence and hedonism marked by the drive to succeed at all costs. Women's fashion embraced the extremes: the daytime suits of a growing army of career women, contrasting with the extravagant evening wear characterised by pouf skirts, shoulder pads and ultra-bright colours. By this time, La Perla had become world famous, with collections in the most prestigious markets.

In the wake of the glittering eighties, fashion in the early nineties favoured rich fabrics with elaborate lines and glamorous nonchalance. La Perla campaign shoots portrayed a dramatic, dynamic and intensely seductive woman in lingerie that matched her shoes, jewellery, jackets, and even hats. The trend of blurring boundaries between public and private emphasised the gradual ascent of lingerie to the world of fashion.

Femininity in the purest state. Dream, emotion, perfection. La Perla continued to shape every woman's desires and interprets its collections with a creative sensitivity at the highest level of elegance and style.

La Perla had followed the evolution of the female body through different fashions and trends becoming the lingerie and beachwear brand synonymous with "Made in Italy".

La Perla's ability to transmit the spirit of its creations across each decade is certainly the secret to the brand's success. Thanks to the collaboration of talented photographers La Perla visual communication was, and still is, a passionate exploration of the feminine universe.

A celebration of romantic femininity, where sensual confidence meetsa bold,contemporary spirit. Echoes of distant worlds and vintage silhouettes are reimagined through sheer lace and tulle, transforming retro inspiration into timeless elegance. A latin soul brings tradition, modernity and art together.

La Perla takes lingerie beyond the intimate sphere, introducing couture pieces designed to be wornasouterwear and Made to Measure creations that blend craftsmanship, beachwear and loungewear.

La Perla Made to Measure brought Italian sartorial tradition to lingerie. Eachcreation was made to order,sewnentirely by hand and embellished with goldthread and Swarovski crystals.

La Perla continues its dialogue with the female form through designs that contour the body and enhance its natural beauty. Modern silhouettes meet traditional craftsmanship, from intricate Leavers lace to sculptural corsetry. Refined fits, softness and comfort shape a contemporary vision deeply rooted in the Maison’s heritage.

With Collection #00, La Perla begins again. The past becomes a living material, reimagined by the hands of today in our Bologna Atelier. Ada Masotti’s spirit of quality and innovation guides this new chapter: lingerie that moves from private to public, celebrating the freedom to be seen, or not, and the joy of wearing something beautiful.