The exhibition “Undercover – the Evolution of Underwear”, that opened last month at London’s Fashion and Textile Museum (FTM), chronicles the development of underwear from functional item to weapon of mass seduction, while offering a glimpse of the newest and most innovative lingerie products.
To celebrate the main theme of the exhibition and also raise awareness about breast cancer, La Perla, the lingerie company founded by Ada Masotti in 1954 in Bologna, has produced a limited edition boudoir macramé mask (£29) and a delicate leavers lace corset-style cuff (£25) to be sold exclusively at the FTM shop. All proceedings will go to Breast Cancer Care, the charity that has been providing for over 30 years information and practical and emotional support to women affected by breast cancer, reaching out to over 1 million people every year.
“La Perla has been instrumental in taking lingerie from a merely functional level to a vital part of the fashion universe, while representing the style and quality of made in Italy products,” Beatriz Ferretti, La Perla Communications Director, recently explained me via email. “Through our products we try to highlight femininity and enhance the female body and Breast Cancer Care raises awareness about a condition that can strike a part of women’s body, so we realised the charity was our ideal partner in such a project.”
The mask and cuff were designed by the La Perla creative team that was faced with a main challenge: creating small accessories with the most precious materials inspired by the company’s previous collections.
“The mask was made with the soutache technique that allows to create beautiful swirling arabesque motifs, while the leavers lace cuff was directly inspired by the design of corsets,” Ferretti told me.
While choosing the materials and styles for the two accessories was important, the main aim of the project remains fighting against breast cancer, promoting early detection. “We have already taken part in other charity projects and we hope in future to develop further international collaborations along these lines,” Ferretti explained, “our mission is being women’s allies and help them taking care of their femininity, so we genuinely hope this project will contribute to raise awareness about breast cancer.”
“Undercover: The Evolution of Underwear” is at the Fashion and Textile Museum until 27th September 2009.
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I think this is a good campaign from La Perla. Raising awareness on breast cancer through this exhibition serves a dual purpose – to send a message to women out there that they need to care for their bodies to avoid this terrible disease and that they can do this with the help of La Perla’s fine lingerie pieces. Got to give credit to the people behind this moving marketing and awareness campaign.