Fragrance house

Parah

Parah was founded in 1953 by Edda Paracchini and Giovanni Piazzalunga, who began by producing artisanal corsetry for the Italian market; the name originated as a typographical change from “Parak” to “Parah.” The company was formally established in Gallarate, in Italy’s Varese province, in 1962. During the 1960s, Parah moved from underwear into swimwear and beachwear, later re-establishing itself in the Italian swimwear market during the 1980s and resuming corsetry production at the end of that decade. Its public identity has been shaped by lingerie and beachwear, alongside advertising and design responding to changing social trends. ParahSol took over the group’s brands from October 2019, and Parah entered Italy’s historic-trademark register in 2021. Beginning with the spring/summer 2024 collection, Blackwood Fashion Investments took control from ParahSol, with the relaunch broadening the brand’s positioning toward a lifestyle concept while retaining lingerie and beachwear as core areas.