La Perla appoints Gucci veteran Vannetti as CEO in Milan turnaround

La Perla Atelier appointed Alessio Vannetti as chief executive, according to the Business of Fashion, marking another step forward for the historic Italian lingerie brand as it looks to regain its footing after financial collapse. Vannetti's appointment follows the brand's acquisition out of bankruptcy by Peter Kern, signalling a renewed commitment to rebuilding the company's position in the global luxury market.

The move reflects a broader pattern among Milan-based luxury houses seeking to stabilize operations through executive hires from stronger competitors. Vannetti's background at Gucci, one of Europe's most profitable luxury groups, suggests La Perla intends to adopt more aggressive brand positioning and distribution strategies as it emerges from restructuring. The appointment underscores Milan's continued role as a talent hub for luxury fashion leadership across Italy's fashion sector.

La Perla's ownership structure changed significantly when Kern acquired the brand following its bankruptcy proceedings. The company, which built its reputation on premium lingerie and intimate apparel, had struggled to compete with larger conglomerates and adapt to shifting consumer preferences in the segment. Vannetti's hiring signals that the new ownership intends to pursue a more expansive strategy, potentially extending the brand beyond its traditional core into adjacent luxury categories—a pattern common among houses seeking to increase revenue per customer.

For Milan's luxury ecosystem, the appointment represents another data point in the city's continued ability to attract and retain executive talent. Milan remains the operational and strategic headquarters for much of Italy's fashion and design sector, and executive moves at individual houses often signal broader shifts in how the industry approaches competition, brand positioning and international expansion. The Business of Fashion noted that the appointment is part of a deliberate turnaround strategy, though specific details about market expansion or product roadmap remain undisclosed.