Swim Talk with La Perla’s Suzy Biszantz

 

We go behind the seams with the legendary lingerie and swim brand.

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Maria Tettamanti

Intriguing, unconventional and unabashedly sexy —all are synonymous with legendary lingerie brand La Perla. Not limited to the boudoir, the Italian brand also designs swim, sleep, bridal, ready-to-wear and most recently, men’s loungewear and beachwear. Siphoning Swim Week’s synergy, July 20th will mark the U.S. debut of their Swim 2015 Collection at The Setai for select VIP clients, fashion influencers and buyers.

“The swimwear collection is well known in Europe and gaining traction in the U.S. This event will strengthen our exposure in the U.S. market,” CEO of North America for La Perla Suzy Biszantz says of the preview she will be in attendance. “The La Perla woman is not just one woman; it’s many with totally different personalities and styles,” she says of the brand’s well-heeled clientele. De rigueur models Carla Delevigne and Malgosia Bela were tapped for the latest campaign — with respects to their youthful spirit, edgy, classic and glamorous virtues.

Biszantz joined the company in 2008 as the economic crisis was looming. A daunting time, she says, “It took hard work and creating a strategy to deal with the market challenges were key.” With chutzpah and determination, La Perla is expanding in the U.S. with aplomb. In fact, its Bal Harbour Shops store, like its sister boutiques, are undergoing a fresh direction. “The new store concept is designed by legendary architect, Roberto Baciocchi, who is also known for designing Prada and Miu Miu boutiques most recently,” Biszantz says of the new trajectory.

As for the most notable trends this particular swim collection, think mixed materials such as pearls, tulle, leather sequins and out-of-the-box silhouettes. Providing a lasting and flawless fit, La Perla always incorporates Lycra into its pieces. A favorite amongst editors, the brand’s swim collections constantly garner rave reviews compliments of its innovative and flattering approach to swim. She adds, “Properly fitting lingerie and swimwear can really change your disposition and that confidence is important.”

Proving that what you wear under your clothes and on the beach truly matters.

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