Parah was founded in the 1950s and became a huge success in the fashion industry in the 1970s. It was in the 1970s that Parah became a leading brand in Italian fashion, a refined brand with garments that emphasised a woman's femininity. The company has always been driven by innovation, and this is what sets Parah apart from other brands. With this innovative spirit and product research Parah anticipated and pioneered changes in the fashion industry, transforming the swimsuit into an object of pure fashion in the 1970s. The Parah Group introduced innovation to the world of fashion advertising and was the first to use wall advertising as a way of communicating with consumers. Parah pays the utmost attention to fashion trends and has accompanied and interpreted the changes in the world of women with its swimwear and underwear collections, continually updating its style and ensuring the finest quality in the production and craftsmanship of its products. Every step of the production process, from style design to manufacturing with cutting-edge machinery, is done in Italy so Parah can guarantee its customers products that are 100% Made in Italy.