arah is a historical Italian brand in the lingerie and beachwear world, that distinguishes itself in terms of high quality, craftsmanship that combines tradition to innovation and cool glamour creativity with sensual lines: this is #ParahWorld. Nowadays it is distributed in more than 800 shops in Europe, Asia, United Arab Emirates, Russia and USA.

Milan 2016 – Summer 2017 Parah Identity has a new look: a mix of vitality, color and sensuality that, together with the historical values of the brand such as tradition, Made in Italy and craftsmanship redefine the mood with an innovative style. Thanklogonavbars to the creative touch of the Maison’s new art director Margherita Mazzei, Parah designs  with originality and freshness the feminine universe, by proposing for Spring/Summer  2017 an avant-garde collection in shapes, chromatic combinations and materials which means a real change of gear. From the beachwear to the lingerie, passing through clothing, all brand proposals are addressed to the contemporary woman who is lively and always very busy: a woman who likes to feel elegant, sensual and fashion in every occasion of the day without giving up  comfort and wear ability.


Parah’s summer is full of vitality, energy and color. For all the beachwear 2017 collection the source of inspiration is South America,  an exotic land filled with an involving, sensual and cosmopolitan atmosphere. The latin soul strongly spreads out  in the swimwear colors and cover ups: the bright blue, red and green serve as trait d’union and are proposed in solid colors and matched with other intense and vibrant colors such as orange, purple and fuchsia. Parah‘s colors are all mixed together, obtaining original and extremely trendy combinations.



Next to the beachwear proposals, the Parah Impronte collection is also full of energy and inspired by the liveliness of South America. Warmer colors like burgundy and ochre are interchanging with bright and shiny colors like coral, light blue and yellow, creating tropical and sophisticated mood fantasies  such as the original print of the excellence of the silk industry located in Como (Italy), archive of the 30’s whose protagonist is an elegant combination of geometries and flowers. The milestone of Parah Impronte is the wear ability and support for curvy silhouettes granted and enhanced by comfortable shapes with modern cuts.


Spring-Summer 2017: Parah Lingerie is a refined combination of romanticism, elegance and sensuality. Margherita Mazzei gives her original touch also to the Lingerie collection,  by renovating it in shapes and colors without totally changing it, maintaining a strong link with the brand’s traditional elements: the manufacturing craftsmanship, the wear ability and the silhouette enrichment. Even in this collection the color is an absolute protagonist: the sets are offered either in the classical colors such as black and ivory, or in trendy color such as:  petroleum, pink, turquoise and lilac. The same nuances are proposed in the embroideries, which are the best expression of Parah Lingerie handmade and sophisticated Made in Italy taste: placed tone on tone or in contrast with high tailoring skill. 


Parah Active is an exclusive capsule collection: sophisticated high-tech metropolitan gym concept, including clothes, pants, bodies, tops, skirts and jackets in order to get a total look with the best comfort. Several proposals: from running  pants, which can be worn in the office matched with jewel sneakers, to oversize sweaters also usable as mini-dresses. moreover leggings, t-shirts, pants, hooded blazers together with very sensual super skinny jumpsuits that every woman can wear either in the gym or for a fashion evening party. With Parah Active the Made in Italy elegant world meets the active wear, creating a trendy, dynamic and versatile style: the new #ParahWorlds style.


The concept of the new Parah’s man collection “The Compass Rose Collection” combines a dynamic and lively style to the comfort of the used materials: the swimming boxers are made with extremely light fabrics whose peculiarity is that they dry rapidly and they all have an inside soft micro-net brief, which grants high comfort while wearing it. There are several and versatile proposals  in Parah’s men collection which differ for the short – medium – long length and for color and fantasy: next to the more classical tones, reminding the Caribbean colors. There are also placed or allover prints on the left leg reminding the tropical taste and they all are strongly bound for creativity and nuances to the women’s collection. The taste and Italian Style of the collection are evident in the tailoring finishing  and in the greatest care for every detail,  from the back pockets to Parah’s logo embroidery , which is sewed with discretion in strategic parts of the items to let it be immediately recognizable. The beach look is completed by a clothing collection – t-shirts and shirts together with accessories such as bags and hats , a man can chose while being on holidays.