Beauty and Fashion Dubai

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 corsetryitems 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.