On April 13th, Italian luxury lingerie brand LA PERLA opened its flagship store in Ginza.
After withdrawing from Japan in 2011, the brand signed an exclusive distribution agreement with Look and re-entered the Japanese market in August 2012. Since then, the brand has opened shop-in-shops in domestic department stores, including Isetan Shinjuku and Seibu Shibuya, but this marks its first street-level store since its re-entry.
Maki Takehiko, president and CEO of Look Co., Ltd., said of La Perla's positioning in the Japanese market, "This is the first time for Look to handle lingerie. However, we want to promote La Perla domestically not just as a lingerie brand, but as a high-end fashion brand."

Andrea Bonaldi, Head of Asia Pacific, who visited Japan from his home country, said, "Ginza is one of the world's three major fashion hubs, and we are honored to have opened this store here. We are currently focusing on the Asian market, particularly China, and I look forward to our future development in Japan, with this Ginza store as the base, along with Look."

The Italian ambassador to Japan also attended the reception the day before the opening, highlighting the brand's status as a representative Italian brand.

The new store's design reflects the same concept as the Italian store, with the brand's signature pearls and lace adorning the interior, creating a chic and sophisticated atmosphere with sparkling chandeliers. A luxurious space with Italian-made sofas at the back allows customers to relax.

In addition to the main collection, new items from the Spring/Summer 2013 collection, inspired by "The Leopard," a classic 19th-century Italian novel, will also be on display. To celebrate the opening of the Ginza store, a Japan-exclusive collection featuring the novel's protagonist, a green-eyed Sicilian girl, was released. The luxurious design features a deep green, luminous mesh fabric embroidered with pearls, sequins, and Swarovski crystals. The store also offers a wide selection of stockings, including the men's "Nero" series, the only one of its kind in Japan. Prices range from around ¥30,000 for bras, ¥15,000 for shorts, and ¥50,000 for slips, stockings starting at ¥3,000, and men's undershirts starting at ¥4,400. The brand, whose name means "pearl" in Italian, began in 1954 when founder Ada Masotti opened a small corset atelier in Bologna, Italy. Its elegant designs are characterized by carefully selected materials, including river and Chantilly lace.