The Golden Scissors
Very few people know the name Ada Masotti. But, at Bare Elegance Waxing, we recognize and honor the mark that she left in the world of lingerie—Ada Masotti founded La Perla in 1954 in Bologna, Italy. An Italian corset-maker, Ada Masotti was known as the “Golden Scissors” for her skill in cutting and tailoring. The name La Perla was inspired by the red velvet-lined box in which she presented her creations as if they were precious jewels. Founded more than six decades ago, La Perla is proof that you can still be sexy after 60.
The Sixties & Seventies
The 1960’s marked a revolution in women’s fashion and in the world of lingerie La Perla was able to capitalize on these changes. The company was among the first to recognize that women’s “underwear” was undergoing a radical transformation from being simply functional to becoming a part of the world of fashion. Inspired by the fashion revolution led by Mary Quant among others, La Perla released colorful collections of panties and bras and embraced patterned fabrics.
The 60’s also marked the appearance of new female models, like Brigitte Bardot, who were fresh, young, sexy and unconventional. To take advantage of this market of new young consumers, La Perla introduced a new collection in 1966 that highlighted checks and flowers decorated with Sangallo lace and at the end of the sixties, the company introduced brightly colored combinations of black lace bras and panties with colored flowers and black lace.
In the 1970’s La Perla introduced the first triangular silk-jersey bra and began to use lycra in its lingerie. In 1978, La Perla began incorporating stretch-lace into its lingerie pieces which worked well with the form-fitting fashion of the day.
The 1980’s were a boon to the world of lingerie. A new lifestyle emerged which included a social scene that focused on a youthful look and physical fitness. Lingerie truly became a fashion item as pieces began to appear not just underneath but outside of clothing. La Perla introduced a body suit made entirely of stretch lace which was purposefully designed to be partially visible from the outside. In 1986, the company launched its “La Perla Couture” line to immediate success and, in1988, the company re-introduced leavers lace.
La Perla re-imagined its style to reflect a new and determined woman and continued to highlight lingerie as fashion. Collections and campaigns focused on spectacular women in poses that exuded self-confidence while wearing silk and lace combined with a variety of accessories including shoes, hats, gloves and jewels.
La Perla Today
As it has done since the very first, La Perla continues to interpret the desires of the feminine spirit. While striving to meet the demands of women with varied lifestyles, the company maintains a sense of refinement and elegance in all of its products. La Perla’s success is based on a simple philosophy: “A woman should be the most sexily ‘dressed’ when she is undressed.”
La Perla recently launched it custom made-to-measure service that offers “the spirit of the atelier and the emotion of having something really unique, sewn by hand and, in some cases, made precious by the use of gold thread”. Such exclusivity is expensive, with prices ranging from £1,300 for a thong to £33,600 for a long-sleeved bodysuit. These hand-crafted pieces include details such as 18-carat gold thread and hand-applied Swarovski crystals.
According to Nicholas Tacchi, “This decade is characterized by a search for authenticity and a rediscovery of fundamental values. We are in the age of ‘going back to the origins’. Brands like ours, with a long history behind them, design their collections with this in mind, allowing individuality to flourish even in the most ground-breaking pieces. Today, luxury is defined by things like time. It takes time to create a garment using certain techniques – to produce lace on a 19th-century loom and to model it on the body. This is the true sense of the word ‘luxury’ in our age.”
Ada Masotti was following her dream when she founded La Perla in 1954; but in doing so, she has realized the dreams of women around the world.
Material for this article was taken from laperla.com and http://www.independent.co.uk/life-style/fashion/features/what-lies-beneath-la-perlas-luxury-lingerie-9804676.html