Before becoming the Asia-Pacific chief executive of La Perla in 2014, Chiara Scaglia was CEO of the then-independent Chinese music label Gold Typhoon. Her Instagram account is peppered with raw, personal images of exotic destinations and out-takes from photocalls with La Perla’s campaign girls Liu Wen and Mariacarla Boscano. It all makes her out to be glamorous yet cool, a touch that she has brought to the Italian luxury lingerie house, where dad Silvio Scaglia is chairman.
Under her tenure, the 63-year-old brand has become a “full 360 fashion label” with accessories, menswear, couture and ready-to-wear, all sold at the brand’s boutique in Takashimaya D.S. Or – as she put it when she was here for the store’s opening in May – a brand with“something for everybody”.
Couture was launched this February and offers the likes of the sheer, crystal-swathed gown Kendall Jenner wore to the 2017 Met Gala, with every piece handmade in Bologna. For local customers, a tailor will measure you in store (an order takes six to eight weeks to complete).
When asked to recommend a must-have, Scaglia promptly suggests a piece from Maison, the signature range that’s as big on sophisticated nightwear as it is on lingerie. “Women wear (the slips) as dresses because one’s fully covered.”
The brand’s ready-to-wear is far from limited to lingerie-inspired styles though. The line, which makes up 20 to 30 per cent of every collection, includes essentials such as pants and knit dresses. All have stretch and are wrinkle-resistant, she says.
A F/W ’17 highlight? A corset jacket with a built-in bra and anatomical stitching. “It will accentuate a woman’s figure without constricting her,” says Scaglia. “What I really admire is how we’ve transformed our insider knowledge of lingerie and the female body (into ready-to-wear).”
Photography (Chiara Scaglia) Frenchescar Lim Art Direction Adeline Eng
This story first appeared in Female’s August 2017 issue.