Coming Of Age

Asia-Pacific CEO Chiara Scaglia is leading La Perla’s evolution into a lifestyle label.

- Jacquie Ang

IT’S 8PM AT La Perla’s new boutique in Takashimaya Shopping Centre. Invited guests huddle together with the press in front of the photo wall, in anticipation of the celebrity gracing the grand opening.

The VIP they are waiting for is not a woman. Instead, Chinese actor Hu Bing strides into the welcoming arms of Chiara Scaglia, CEO of La Perla Asia-Pacific, amid a flurry of flashing camera lights. Recently named global ambassador of La Perla Men’s, the 46-year-old looks every inch the suave heart-throb. The sophisticated callback ensemble he sports, of course, comes from the Italian label better known for its luxury lingerie.

Little is known about La Perla’s extension into mens wear, which premiered as long as 32 years ago in 1985. Its development into a full fledged ready-to-wear line, however, started only three years ago, shares Scaglia in an interview. The first ready-to-wear collection was oriented around pyjama dressing, so there were casual pieces you can wear out. Today, it has gone beyond T-shirts of pure Egyptian cotton that are spruce in bed or boardroom, to the tailored suits that promise comfort and polish even after a 12-hour flight.

And for the first time, mens wear has been made available in Singapore, at La Perla’s other new store at The Shoppes at Marina Bay Sands. As fans may know, the company kept to lacy intimates, nightwear and beachwear in its former store at Takashimaya Shopping Centre.