Designer Julia Haart has joined Italian brand La Perla as creative director, having worked closely on the fashion house’s spring and autumn 16 lines.
Haart is adding her own ready-to-wear range to the offering at La Perla, which specialises in lingerie. She replaces Pedro Lourenço, who left in July.
Haart told Vogue she is developing the ready-to-wear range for La Perla “to bring something newer to the market”.
“I think women want a new choice, and what I mean by that is I think women have been told their entire lives that you have to suffer for beauty. Well, I don’t believe in that, and I would like to give women a new choice.”
The collection will include a double-face silk dress, blouses and women’s suits. Haart says she is keen to use the fundamentals of La Perla’s knowledge of underwear to influence her outerwear range.
“If you’re wearing a suit, a dress, it should be molded to a female form while still being professional, beautiful, chic, elegant—one does not negate the other,” she added.