Renowned Italian brand unfurls a paradise of women’s and men’s collections as tributes to form and function Dubai, UAE (April 28, 2014) – Parah, leading Italian luxury beachwear and underwear brand blends tradition and innovation to offer some of the most sought after designs worldwide. It was established way back in the 1950’s by Giovanni Piazzalunga and Edda Paracchini. Initially making corsetry items it became a fashion sensation by the 1970’s, when it came to be recognized for products that enhanced a woman’s femininity. Driven by innovation and product research, it anticipated and pioneered changes in the industry to transform the swimsuit into a covetable object of fantasy. The rest as they say is history. Today, Parah’s exclusive paradise beckons women with exciting new beachwear and underwear collections that celebrate form and function. Using high quality materials, every step of the production process, from style design to manufacturing with state-of-the-art machinery, is completely done in Italy, presenting designs that proudly bear the authentic ‘Made in Italy’ stamp. Engaged in a hectic lifestyle, the typical Parah woman is self-confident, modern and sensitive, yet extremely fashion savvy, seeking to assert herself in unique new ways. The brand’s four lines include Parah, featuring corsetry aimed at luxury and seduction and beachwear collections merging unique colours, cuts and fabrics; Impronte Parah combining technical solutions with couture cuts and presenting coordinated cruise-chic and beachwear for the woman who is aware of her charm. Discover Parah’s fabulous beachwear and underwear collections for women and men now available at Parah’s boutique at The Dubai Mall, Wafi Mall and Outlet Mall. About Parah:
Parah, a leading brand in Italian fashion founded in the 1950s by Giovanni Piazzalunga and Edda Paracchini became a huge success in the span of two decades for garments that emphasised a woman’s femininity. Driven by innovation and blending intense product research, it anticipated and pioneered changes in the fashion industry, transforming the swimsuit into an object of pure fashion in the 1970s. Ensuring finest quality in the production and craftsmanship of its products, every step of the production process, from style design to manufacturing with cutting-edge machinery is done in Italy ensuring 100% Made in Italy garments that successfully blend absolute comfort with fashion. It offers four lines: Parah, Impronte Parah, Parah New Generation and Parah Uomo. Parah boutiques can be found across the world in Italy, France, Germany, USA, Great Britain, Holland, Australia, Russia, Ukraine, Portugal, Poland, Switzerland India and Singapore. Here in the UAE you will find Parah’s store at The Dubai Mall showcasing its Parah Women, Parah Men and Impronte Parah lines.
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