In June 2025, Italian luxury lingerie house La Perla was acquired by American billionaire and former Expedia CEO Peter Kern. For a brand that has changed hands several times, this acquisition could mark a turning point—not just for La Perla, but for the intimate apparel industry as a whole. It signals a renewed interest in redefining the value of luxury lingerie in today’s consumer landscape.

La Perla once stood at the pinnacle of European elegance, known for its refined Italian craftsmanship and sensual silhouettes. However, the brand has struggled to connect with younger consumers. Frequent ownership changes, inconsistent global strategies, and an inability to evolve beyond tradition have weakened its market presence.

Peter Kern’s plan to “restart the luxury strategy” reflects more than a financial decision; it’s a bet on emotional and lifestyle alignment rather than just price or exclusivity. Luxury lingerie must now resonate with real, modern experiences—not just signal status.

Today’s consumers prioritize comfort, body inclusivity, and self-expression. This shift is evident in lingerie trends 2025, which move away from sensuality as performance and toward everyday empowerment. Newer brands like China’s NEIWAI have captured attention by focusing on diversity, sustainability, and emotional resonance. While NEIWAI doesn’t claim traditional luxury status, its pricing and storytelling meet the expectations of a younger, more mindful demographic.

International luxury brands entering China face additional challenges. Unlike in the past, “foreign” no longer guarantees premium perception. Consumers seek brands that understand local aesthetics and identity. Price alone no longer defines luxury—cultural alignment and emotional relevance do.

High-end lingerie must go beyond traditional pricing models. Brands need to deeply integrate with the rhythms of daily life, cultural sentiment, and sustainability priorities. It’s no longer enough to offer rarefied products for special occasions—luxury must feel lived-in and relatable.

La Perla’s latest transition marks a broader industry reflection: high-end lingerie must evolve from a narrow focus on sensuality to embrace diverse body narratives, heritage craftsmanship, and sustainable solutions. This reconstruction—not replacement—could define the future of intimate fashion.

As part of this transformation, platforms like CURVE SHANGHAI are shaping global conversations. Returning on October 13–14, 2025, the event aims to foster new dialogue among global professionals, ushering in a new narrative for the future of intimate apparel.

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INTERFILIÈRE SHANGHAI is an international leading body fashion show that has been serving the China's market for 20 years. INTERFILIÈRE SHANGHAI 2024 offers you the cutting-edge perspective and resources for the global intimate apparel body fashion industry, helps all exhibitors enhance brand influence in both domestic and overseas markets, and accelerates all attendees’ business development as well as the intimate apparel body fashion industry continuously breaking through aesthetic accomplishments from garments, accessories to apparels, and gaining insight into the latest fashion lifestyle trends.

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