La Perla celebrates its 65th anniversary with two new ad campaigns, both created by the Riccardo Ruini Studio. Juxtaposing light fluffy content with opulent traditional gardens and decor speaks to the company’s Italian heritage, while simultaneously introducing the brand to a younger audience.
The first campaign ‘Petit Macramé’ focuses directly on the 65th-anniversary milestone, highlighting lingerie with lace-like knits and crochets. This simple approach is a fitting homage to the company’s rich history, as it was founded by master corset maker Ada Masotti in the 1950s in Bologna, where silk and textile manufacturing dates back to the 17th century. Masotti redefined how lingerie was worn in the modern era and earned the nicknamed “golden scissors” for her precise cutting and tailoring abilities. Therefore it is appropriate that the campaign concentrates on the beauty of the fabrics and constructions with minimal embellishment, namely maze-like topiaries and other greenery, some citrus fruits, and (for the teaser film) a pair of golden earrings.
The second campaign ‘Maison’ was produced by the same team, with the same models, featuring a series of short narrative films clearly designed for social media. Luxurious yet relatable, the appealing young cast is shown chatting and lounging in comfy silk teddies, dancing with a pair of oversized headphones, and knocking over a vintage vase after zoning out on an iPhone. The campaign is well-executed and smartly avoids overthinking things, subsequently displaying an embraceability that exudes a casual sophistication.
Agency | Riccardo Ruini Studio Creative Director | Riccardo Ruini Photographer | Catherine Servel Models | Ayesha Shivani Djwalapersad, Penelope Haro, Alice Sofia Navarin Stylist | James Valeri Location | Castello Ruspoli