La Perla Works With Liu Wen To Make An Advertising Film For His Underwear.

In August of this year,

Get Julia Haart to take over.

After the creative director's position, this Italy

The brand quickly filmed a group of commercials, the fashion photographer Steven Klein palm mirror, the models are Kendall Jenner, Isabeli Fontana and Liu Wen.

Unlike the latter two, Kendall Jenner, though many times in public, was photographed wearing La Perla or carrying La Perla shopping bag, but it was the first time to model a brand promotion film.

"She seemed very comfortable and confident."

Julia Haart said: "this garment series is just like your second layer skin, which is as soft and comfortable as the inside."

Julia Haart has worked with La Perla team to launch two accessories series.

After the departure of Pedro Lourenco, the first creative director of the brand, she further extended pajamas, beach wear, accessories, men's wear and today's women's clothing series.

In September 30th of this year, the 2017 spring summer series was released in Milan Palazzo Clerici.

Besides La Perla, such as embroidery and gauze, is good at fabrics, Julia Haart also uses a large number of multicolored flashing silk to highlight the flowers and map patterns on clothes.

{page_break}

In the two months after Julia Haart took office, the product itself changed a lot in terms of design or business mode.

The number doubled first: from 80 in spring and summer to 192 in autumn and winter.

In order to take care of a wider range of female customers, Julia Haart also relaxed the size. For example, the wool suit jacket and chest free corset will provide an optional range of 36A/B-46C/D, with a retail price of $2880 (about 19 thousand and 400 yuan).

La Perla is almost ten times the price of the former, and the lace corset is priced at 650 US dollars (about 4390.7 yuan).

The average price of underwear in Tmall flagship store is around 1500 yuan.

In the most popular way, the brand, founded in 1954, has become the "Rolls-Royce" of underwear industry in the industry.

The clothing that was regarded as a new direction of brand development naturally extended the "noble lineage" on the price. The wool tights were sold for 1680 dollars (about 11 thousand and 300 yuan) and the shirt skirts were sold for 900 dollars (about 6085 yuan).

In addition to home and everyday clothes, La Perla also designed dinner banquet and dress.

According to creative director Julia Haart, this is to provide service to celebrities in the advanced customization mode.

Before that, most of the stars remembered La Perla when they sang hot sexy songs.

At the event, they wore La Perla corsets at most and then paired up with other clothes.

For example, Gigi Hadid is a embroidered yarn skirt with Yanina Couture on the white conjoined cover.

It was not until 2015 when La Perla released the La Perla Atelier Collection Workshop Series on the advanced custom fashion week that we could see the possibility of the brand appearing on the red carpet as a whole.

If you have read the reports before the interface, you may remember that La Perla's ambition is to become a lifestyle brand.

Of course, this is a routine in the fashion industry. Ralph Lauren began to quietly pform from a few years ago. Coach, Kate Spade and Diesel have been catching up in recent years.

La Perla has been committed to developing lifestyle products and retail businesses since it was acquired by Pacific Global Management Group in 2013.

Its idea is to make clothes as a breakthrough, and then make efforts in accessories and shoes.

To keep pace with the pace of expansion, La Perla's physical stores are also constantly being renovated.

Beverly Hills new store is expected to double the original area; the shops on Mont Napoleon street in Milan are three times the original ones; Tokyo and Hongkong stores are either expanding or looking for larger addresses.

Last year, La Perla announced that it was going to be the Asian market.

According to official data, it has 8 and 4 stores in mainland China and Hongkong respectively.

In addition, Tmall mall can also find flagship stores, and double 11 big promotion products.