Pedro Lourenço appointed Creative Director at La Perla

Italian-based fashion firm La Perla has appointed young Brazilian designer Pedro Lourenço as its début Creative Director.

In his new role at La Perla, Lourenço will oversee the direction of the labels's lingerie, sleepwear, lounge-wear and accessories for both women and men as well its Atelier collections presented at Paris Haute Couture.

"I want to exalt La Perla’s aesthetic also because I think that its founder, Ada Masotti, established a brand with the goal of creating things for contemporary women, continuing to rework her style in sync with the changes around her," said Lourenço on his vision for La Perla to WWD.

However, Lourenço also aims on adding in a number of his personal style signatures into his designs for the brands, including "the use of innovative solutions, the balance between masculine and feminine, graphic lines and optical effects."

His first women's wear collection for the label will be unveiled during a presentation at the upcoming edition of Milan Fashion Week next month. As part of his new vision for the luxury brand, the Brazilian designer also aims on reinterpreting a number of La Perla's classic items, such as the corset to offer consumers some modern.

"I want to connect the body to the garment," he added, aiming to create lingerie which can easily worn as day-wear. "The idea is to establish La Perla as a women's and men's lifestyle brand." In addition to his new appointment, Lourenço continues to design for his own eponymous women's wear label which launched during Paris Fashion Week in 2010.