Description: www.watcha3.com The early Nineties saw a significant shift in the style of the La Perla image. This change came as a response to emerging trends: lingerie began to speak the same language as outerwear, the focus was placed firmly on fashion values, and a more stagy, dynamic female type emerged. The result was a glamorous woman who carried her seductive powers with ease and self assurance. Models looked straight at the camera, wore accessories associated more with outerwear, struck confident poses and were shown in new, less intimate surroundings, becoming subjects not objects of desire. 1994 in the space of just a few years the hedonism of the Reagan era had faded to a distant memory. The overriding emphasis on appearance of the 1980s was replaced by the "be yourself" imperative of the 1990s. There was a return to simplicity in fashion and lingerie alike: the emphasis was now laid on solid values and more restrained forms of style and elegance. The quintessential embodiment of this new self awareness was Sculpture , the bra launched by La Perla in 1994 which revolutionised underwear. A natural style, purity of form and harmonious proportions were the key attributes which made Sculpture a fashion phenomenon. The symbol of a whole new style philosophy, Sculpture turned the very notion of underwear on its head, ushering in the idea of underwear as clothing to be worn up front and shown off. A cult in its own right, Sculpture is a creation that brilliantly epitomises the world of La Perla and is a must for all women keen to combine a personal style with all important contemporary values. 1997 The decision to take a step forward and highlight the relationship between women and the language of lingerie is a very recent one. La Perlas new communication strategy seeks to reflect the dreams and emotions of women who are free to choose, who no longer want to enter the mans fantasy world but to create and share it, living their lives and relationships exactly as they decide. With the help of Marino Parisotto Vay, in 1997 La Perla launched not so much a new image as a new world of the imagination. For the first time men played a part in scenes in which women were both the stars and the directors, and where for the first time they showed off their skill at the art of transgression. This high impact, contemporary image led to a ground breaking communication project which debuted with Senso, a book of photographs projecting an elegant form of female ism in a heady mix of dream and transgression. This journey through the realms of seduction has continued with the images for Spring/Summer 1998 and the beachwear collection as depicted in La Perlas new book, Tropico.
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