Evening party wear is an integral part of any woman's wardrobe, especially dresses which can be formal, casual or playful in design. They are easily accessorized and, when worn with a great pair of shoes, they can really represent personal style.
It is a reflection of the many transformations of identity and experience that pepper the life of young working women today. And also a great opportunity to build a premium, contemporary brand that she can enjoy, after work.
Primadiva filled a gap in our existing portfolio of fashion apparel, dominated by men’s formal and casual apparel and women’s ethnic wear.
Evening wear can be cold and uncomfortable. Like a uniform almost. Non distinct and almost “clonish”.
The primary challenge for Primadiva was to be able to offer a premium and distinct fashion language that allowed the young working women of today to make expressive and unique fashion statements.