WeDriveFashion

The history of the Italian fashion – pioneer all over the world – and the one of Emilia Romagna are closely connected. This region gave the birth to many fashion personalities who have been exporting the Made-in-Italy brands in every corner of the globe. They may have started from a small local entrepreneurial activity but then, with audacity and determination, transformed it into an international business. This is the case of Ada Masotti, called “Golden Scissors” for her extraordinary professional skills in making cutting-edge products, as well as of her lingerie workshop, which was opened in Bologna in 1954, with reference to her two-towered city tradition dating back to the XVII century. The brand “La Perla”, globally admired nowadays, is the result of this initial business’ evolution. The company’s name was inspired by the red velvet box in which its collections were presented, as if they were precious jewels. Despite bearing the responsibility of an ancient tradition, the new manufacturing company has never been stuck to old items. On the contrary, since the lifestyle revolution in the Sixties, it has been continually updating its products, not just following the Swinging London fashion, a sort of navel in the world those days, but even creating its own trends. This way, it opened the doors to the modern business, which presently boasts thirty shops worldwide and, even if it is now a foreign-owned enterprise, preserves a 100% Italian footprint.