La Perla names Julia Haart its new Creative Director

By

Dominique Muret

Translated by
Nicola Mira

Published
Aug 25, 2016

La Perla seems to be struggling to find the right creative director. Just one season after hiring Brazilian designer Pedro Lourenço, the Italian luxury lingerie label has announced the appointment of Julia Haart as its new Creative Director.

She will make her debut with the Spring/Summer 2017 collection. In her new position, Haart will lead the design team and will be in charge of all collections (lingerie, nightwear, beachwear, men's, accessories and ready-to-wear apparel).
 
Pedro Lourenço's contract was due to expire in July 2016 and was not renewed. La Perla's top management was instead clearly won over by the work of the young US designer, who has been collaborating for a year with the fashion label on the accessories' collections.

Julia Haart defines herself on her website as a "self-made woman", and is chiefly specialised in footwear. In 2014 she launched her own brand of luxury women's shoes, distinctive for its originality and its futuristic, vertiginously high yet comfy stiletto heels.
 
Haart pays special attention to product manufacturing and has promised to revolutionise La Perla's ready-to-wear line, intending to make it more comfortable while respecting its glamorous, sexy DNA.
 
The long-standing, Bologna-based fashion label was acquired in 2013 by Italian businessman Silvio Scaglia, with the objective of creating a more comprehensive fashion range, allowing La Perla's lingerie collections to become everyday wear.

In its press release, the label stated that "the new Creative Director will supervise the brand's evolution towards ready-to-wear." In other words, towards a more wearable and commercial range.