La Perla ("The Pearl") is an Italian lingerie designer opened in Bologna in 1954. La Perla Ada Masotti, using her skills as a corset-maker, opened the first boutique and named it after the jeweler's case, lined in red velvet, in which the company's designs were transported. The company distinguished itself through its use of luxurious fabrics such as Leaver's Lace, a finely-threaded specialty lace produced on antique looms, and traditional Italian stitching techniques such as Frastaglio, a Florentine embroidered inlay technique. The company has several signature designs which have been produced for years, one being the Triangle Bra, first offered in the 1970s. The company also began offering swimwear in the 1970s, expanding on the success of its luxurious lingerie. Another lingerie line, Malizia, joined the La Perla collection during the 1980s, aiming at a more youthful and playful market. La Perla's first fragrance, now known as "Original La Perla" was introduced in 1986, in a curvy bottle echoing the female form. By the 1990s, La Perla was expanding both nationally and internationally, with boutiques in world fashion capitals Milan and Paris. La Perla expanded into Ready-to-wear with its first women's collection being issued in 2002. Continuing the luxurious traditions of the house, the collection features feminine fashions of silk and chiffon, with the delicate embroidered details for which the lingerie was known. La Perla expressed a different side in 2003 with the introduction of La Perla Black Label, whose focus was squarely on seduction and sex appeal. In 2008, La Perla was purchased by San Francisco-based investment group, JH Partners. La Perla fragrances are produced in partnership with Morris Profumi.