Heritage
The Birth of a Brand
In the 1950s, Edda Paracchini and Giovanni Piazzalunga began their journey in artisanal corsetry. Parah was founded in 1953 and its name was born from a fortuitous typo that became the emblem of the brand. This unique beginning paved the way for decades of innovative design, perfectly blending Italian tradition with contemporary style.
1960
Riding the wave of change, Parah dives from corsetry into the vibrant world of swimwear and beachwear.
1970
As hemlines grow, so do Parah's ambitions. New product lines and eye-catching advertising campaigns capture the spirit of the times.
1980
Parah makes a splash, becoming a beacon of style in the swimwear market.
1990
Embracing its roots, Parah relaunches its lingerie line and sets sail for international shores.
2000
Innovation takes flight with "Aria", the feather-light push-up bra that defies gravity and expectations.
2010
Diamond Jubilee celebrations meet digital revolution: Parah turns 60, launches e-commerce platform and expands its fashion repertoire.
Parah Today
Today, Parah combines the heritage of Italian design with modern innovation. The brand creates products that blend technological advances with timeless elegance, while embracing sustainable practices. Parah's commitment to quality, innovation and its rich history is reflected in each piece, offering a fusion of Italian tradition and contemporary design.
