La Perla names Gucci veteran to steer luxury lingerie turnaround

La Perla Atelier appointed Alessio Vannetti as chief executive, according to the Business of Fashion. The appointment follows the historic Italian lingerie brand's acquisition out of bankruptcy last year by Peter Kern, a move that signalled renewed investor confidence in reviving heritage Italian fashion houses. Vannetti's previous role at Gucci, one of the world's largest luxury conglomerates, positions him to navigate the brand's repositioning in a crowded luxury market.

The appointment reflects a broader pattern in Milan's fashion ecosystem: acquisitions of distressed heritage brands by well-capitalized investors, followed by the installation of executives with experience at larger luxury groups. La Perla, founded in Bologna in 1954 but long associated with Milan's fashion and design infrastructure, had struggled with changing consumer preferences and the shift toward athleisure and direct-to-consumer models. The Business of Fashion reported that the appointment is part of the brand's turnaround strategy, though it provided no detail on Vannetti's mandate or timeline.