Pretty Wild is a luxury lingerie brand from the Netherlands, founded in 2011 by Firouzè Akhbari. The company was acquired in 2015 by Sparotica SPQR Limited (formerly MRH Sparotica Groupe).
History
2011—2015: Foundation Years
From 2011, Firouzè Akhbari crafted Atelier lingerie pieces for limited clients, garnering Lady Gaga as a client.
In 2013, Pretty Wild presented its first broadly distributed lingerie collection which featured lace from France and Italy.
In 2014, the company secured a longtime Private label production agreement with Moldova based lingerie manufacturer Olga Ceban Apparel with the assistance of The United States Agency for International Development.
In January 2015, Pretty Wild made its fashion week debut in Amsterdam, presenting at Mercedes-Benz Fashion Week Amsterdam.
2015—Present: Acquisition by Sparotica SPQR
In December 2015, Pretty Wild filed for bankruptcy.
In late December 2015, Sparotica SPQR (formerly MRH SpaRotica Groupe) acquired Pretty Wild for an undisclosed sum and began expanding its retail, with a planned 40 stores and China ecommerce over a five years.
Marketing
Broadcast Events
In March 2015, Pretty Wild’s Fashion Week Amsterdam debut was broadcast on Fashion One.
In September 2016, Pretty Wild was the subject of Episode 4 of 2017 Holland’s Next Top Model (cycle 9) hosted by Anouk Smulders.
Campaigns
The inaugural Pretty Wild campaign debuted in Fall 2013, and was shot by famed photography duo Ronald Stoops & Inge Grognard. Ronald Stoops & Inge Grognard are notable in supporting established and emerging Benelux designers, including members of the Antwerp Six Dries Van Noten, Dirk Bikkembergs, Walter Van Beirendonck, Dirk Van Saene and Martin Margiela.
For Fall 2014, the collaboration between Pretty Wild, Ronald Stoops & Inge Grognard continued into a series of lifestyle images.
For Fall 2017 Pretty Wild enlisted photographer Fabrizio Rainone for an ad campaign called “Aristo Rock,” which was shot in the royal suite of the InterContinental Amstel Amsterdam.[20][21]
