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ANTEPRIMA is created for a woman of all seasons: Intelligent, Confident, Feminine and Joyful.  Perfectly refined collections that channel a woman’s worldly sophistication.  Debuted at Milano Moda Donna in 1998, the Italian brand carries through the love of quality and beauty that impressed woman’s daily life.

 

ANTEPRIMA 帶給所有聰慧、自信、嫵媚及愉悅女性最動人的設計。於1998年的意大利米蘭時裝週作處女展,品牌憑著對質素及美感的堅持,其優雅動人的服飾完美呈現女性生活上所追求的精緻及細膩,渴求的創意及華麗。

 

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2024 Spring/Summer Collection

Beyond Time, Beyond Boundaries, Beyond Imagination, GAME ON!
Break the rules and shape the ultimate fashion playground

“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.

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 four 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.

 

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 four 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.

 

 

As fashion and art are intertwined, ANTEPRIMA is delighted to announce an extraordinary collaboration with the renowned Japanese artist, Kei Takemura, marking an exceptional seasonal kick-off on coming Spring-Summer 2024 Collection. She has created special pieces for Izumi, based on ANTEPRIMA philosophy and the seasonal concept. Her 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.