In 1970, Parah went on to transform swimwear fashion with its ever-attentive approach to the changing trends such that it always kept one step ahead of the market. In the present day, the umbrella brand Parah consists of 14 labels that are a result of its 53 years of diligent research, impassioned work, and an untiring zeal for creativity.

Edda Paracchini Piazzalunga, Parah’s founder, gave the reins of the company to the next generation with the intent and hope of offering its esteemed female clientele carefully developed garments and intimates with a craftsman-like attention to details.

All Parah lingerie and garments are 100% manufactured in Italy to ensure top quality and worksmanship. A great deal of importance is given to the producing of such styles that bring soft comfort and elegant fashion together. The Parah team is known to be devoted to choosing the most luxurious and technically advanced materials, patterns, and detailing to create a line-up of refined and persuasive lingerie year after year!