La Perla launches new brand in Rome

The Italian luxury lingerie company La Perla has launched a new standalone brand called Studio La Perla.

The brand is part of La Perla’s strategy of rationalising its various lines to make the offer more understandable, a move that sees the Villa Toscana line brought into the main La Perla brand, and the termination of Miss Studio.

Studio La Perla launched last week with a shop opening in Rome, and will expand to other standalone stores through Europe. For the AW13 season the brand will enter the UK through wholesale.

The ethos of Studio La Perla is younger, contemporary, more easygoing and effortless, with a fashionable edge, and the collection covers the entire range of intimates, including corsetry, loungewear, beachwear, swimwear and a small core range of men’s underwear.

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While it is very much an international brand, Studio La Perla’s design team is based in London. Prices are more accessible than the main La Perla line, with bras costing from £42-£77 at retail, with corsetry costing up to £109.

Interested retailers should contact Ilaria Cazzaniga at the La Perla showroom in London on 020 7486 9931.

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