ANTEPRIMA SS24 Collection
A Playful Interplay of Translucent Knit And Embroidery
Epitome Of Perfect Harmony Between Art And Fashion
“Life is a game, and fashion is the ultimate playground. Just like in any game, there are rules to follow, but the real fun
comes when we break them and explore new territory. Fashion allows us to play with different colors, textures, and
patterns, creating endless possibilities for self-expression and creativity.” – Creative Director Izumi Ogino said.
Celebration of the Playful Spirit to Rediscover the Simple Pleasures of Play
ANTEPRIMA's SS24 "GAME ON!" collection is a celebration of the playful spirit that resides within us all. Inspired by
classic games of strategy and skill, the collection captures the joy and excitement of childhood, inviting us to rediscover
the simple pleasures of play. Trump card is the strongest inspirations of SS24. Beyond their gaming significance, the
2four suits of playing cards can also be interpreted as symbols representing various aspects of society and human energy.
For instance, Card of Queen represent “Women Empowerment” and ANTEPRIMA's fundamental concept of “LOVE”
embroidered. Not only inspired by playing cards, the brand also pays tribute to the Netflix series "The Queen's Gambit"
to reinvent 60’s classical mood. The heroine Beth Harmon is portrayed as a strong, independent woman who is not
afraid to take risks and pursue her passions, even in the face of adversity. ANTEPRIMA wishes to inspire and empower
women to pursue their own goals and ambitions, regardless of the obstacles they may face.
Collaboration with Japanese Artist Kei Takemura : Reinvented Nostalgia and Embroidery of Memories
Fashion and art are intertwined, offering endless possibilities for self-expression and storytelling and creating a lasting
impact in the industry and beyond. ANTEPRIMA is delighted to announce an extraordinary collaboration with the
renowned Japanese artist, Kei Takemura, marking an exceptional seasonal kick-off in Spring-Summer 2024 Collection.
Kei’s remarkable talent shines through as she meticulously applies dedicated hand-crafted embroidery, breathing new
life into these historic cards. The result is a harmonious fusion of tradition and contemporary artistry. Artwork of artist
Kei Takemura is one of the inspiration for ANTEPRIMA's seasonal image. Her iconic “Playing Cards”embroidery
collection creates a state of being "tentative," blending fragments of memories with soft femininity and architectural sensibilities
Inspired by the clubs suit of playing cards, the eye-catching bold patterns are presented with exquisite and artistic
embroidery, with simple lines and contrasting color designs becoming the focus of this season. Translucent yet textural
sheen fabrics continue to be the key in spring and summer looks. Embroidery, light gauze chiffon, silk and other details
appear to reflect light and create dimensionality through its texture. Knitted polo shirt and mini skirts add a nostalgia
style yet futuristic twist to the collection. To advance the trend of sustainable fashion, botanica, vegetable dyed, and
“recyclable” Wire code from fabric are used in the collection
Expanded Imagination & Chic Artistry of WIREBAG
Izumi served ANTEPRIMA’s iconic Wirebag as a blank canvas and express her imaginative ideas and boundless
creativity. Using ANTEPRIMA’s iconic Wirebag as a canvas, Kei put her whimsical embroidery on transparent cloth and
layered on top of it. The precious pieces were shown at the Spring-Summer 2024 Milan Fashion Show.
In line with SS24 seasonal motif of playing cards, the GIOCO WIREBAG is showcased in the Addesso size featuring
crochet edging detail and a vertical shape reminiscent of a playing card. The use of vibrant summer colors and
lightweight shiny Lurex materials reflects a diverse range of personalities while creating an uplifting atmosphere to
welcome the summer season.
The four suits in playing cards can be interpreted as symbols of society and human energy, where clubs represent boththe peasantry and achievement through work. This aligns with ANTEPRIMA's portrayal of women as strong andindependent individuals. This powerful symbol is incorporated into the CAMPO FIORITO collection. The clubs fiori,crafted from leather and PVC, are intricately applied to the classic STANDARD MINIATIRA WIREBAG using layeringappliqué techniques, resulting in a captivating camouflage effect. The combination of this rich texture with a voluminousand luscious look adds the perfect touch of luxurious elegance to complete your Summer wardrobe.
Inspired by classic tabletop games, the ENTRELAC knitting technique takes on a fresh new shape in this collection.
Grid patterns mimic the checkerboard squares, evoking nostalgic memories and stories associated with chess playing.
The cylinder-shaped two-way bag and the medium-sized hobo style bag adds flair and functionality for everyday styling.
About ANTEPRIMA
ANTEPRIMA upholds quality and beauty to the highest standard; these core values continue to cement its success
and continue grow in the world’s most vibrant cities. In 1993, Izumi Ogino has created the brand with a
contemporary new face, her intuitive style and elegance appreciated in any situation. Designed and created for
Intelligent, Confident, Feminine and Joyful women in all seasons, the brand has perfectly refined collections that
channel a woman's worldly sophistication. A woman with an understated passion for creativity and luxury; an
unerring eye for beauty that refuses to be held back by artificial boundaries or cultural lines. Izumi has captivated
the fashion world since the brand's debut – as its name in Italian – at Milano Moda Donna in 1998. ANTEPRIMA
continues to carry the love of exquisite quality which has been impressed by Izumi's childhood. This passion filters
through the brand's fashion and accessories.