What's Next for La Perla?

La Perla’s Suzy Biszantz leads the storied lingerie brand into its next phase.

CEO Suzy Biszantz sees La Perla’s best-selling lingerie as the perfect way to entice women to try the brand’s new, expanded offerings.

The name La Perla has become synonymous with luxurious fabrics and impeccable craftsmanship. Now the 60-year-old Italian brand is building on its loyal customer base and embarking on a new era, including an expanded range of offerings and a bevy of reimagined retail boutiques.

“What all of our products have in common, whether it’s lingerie, hosiery, ready-to-wear, or menswear, is that they feel and wear beautifully,” says Suzy Biszantz, CEO of La Perla North America. “They’re all linked to the heritage of the brand, which is about making people feel beautiful.”

A look from La Perla’s Spring/Summer ready-to-wear show.

Since joining the company in 2008, Biszantz has guided La Perla through the introduction of new categories, and she has spent much of the last year traveling the country scouting locations for a collection of new La Perla boutiques. In 2015, the brand plans on renovating its Las Vegas store, at The Forum Shops at Caesars, with a new design by Roberto Baciocchi, an architect known for his work with labels such as Prada and Miu Miu. Baciocchi created a look and feel “reminiscent of a fine jewelry store,” according to Biszantz, with luxe materials such as onyx and marble, arched entrances, and a palette of soft blush tones and gold accents.

“There’s nothing on earth like Vegas; it’s so globally well-known,” says Biszantz, who began visiting here as a student at the University of Arizona and has returned regularly since. “I’ve traveled to Vegas so many times in the last 20 years, I feel like I’ve stayed in every hotel on the Strip!”

A bodysuit from La Perla’s Freesia collection ($668), made with Leavers lace.

Headquartered in Bologna, Italy, La Perla is perhaps currently best known stateside for its luxurious undergarments, particularly the best-selling pieces made with Leavers lace, but it’s clear that the brand has its sights set far beyond the realm of bras, negligees, and camisoles. The current advertising campaign, which features social media–savvy model Cara Delevingne in a sleek La Perla blazer and pants paired with a classic black lace bustier, is prime evidence.

“European women are historically more in tune with the fabric quality and craftsmanship behind a piece of lingerie, but our client is becoming more global, and American women in general are starting to really understand how important lingerie can be in terms of enhancing your outerwear and ready-to-wear,” says Biszantz, who adds that investing in a piece of La Perla lingerie is often the perfect gateway for exploring the label’s other categories. “I think once you become comfortable with the fit and quality of a brand, you start looking for different offerings from that brand—that’s the way I shop.”

La Perla’s Tearose Chantilly lace bodysuit, with built-in bra ($1,414).

In January, La Perla will join the world of Paris haute couture for the first time in its history. According to Biszantz, the show will feature an “innerwear as outerwear” theme and showcase all of La Perla’s categories. “If you look at the brands that show at couture, like Dior and Chanel, it’s a very select group,” she says. “It’s really a way to make a statement with the brand.” The Forum Shops at Caesars, 702-732-9820