Brand Story
A Vision Beyond Borders
ANTEPRIMA unites timeless delicate aesthetics with worldly, refined sophistication. Grounded in minimalist design and infused with heartfelt sentiment, ANTEPRIMA harmonises modern femininity and wearability, gentleness and inner fortitude, quiet simplicity and unique personal expression.
ANTEPRIMA embodies a forward-looking spirit and a commitment to staying ahead of fashion. Spanning ready-to-wear, knitwear and accessories, ANTEPRIMA offers versatile pieces designed for modern people. Its signature WIREBAG stands as the most iconic creation, made to accompany women through every season and transcend age and cultural boundaries.
Guided by the philosophy of “Smart, Precious with LOVE,” ANTEPRIMA believes elegance should never feel distant or restrictive. Instead, it should move naturally with women through everyday life, expressing confidence, warmth and individuality through thoughtful details and timeless design.
Izumi Ogino
"Smart, precious with love, that's the vision."
Izumi Ogino was born and raised in Tokyo. Growing up in one of Asia’s most dynamic cities, she developed a deep appreciation for refinement in the smallest details: the intricate folds of fabric, the elegance of a shoulder bag resting naturally against the body, and the quiet confidence expressed through simplicity. She admired this sense of beauty and gradually wove it into her own design philosophy.
In the 1980s, Ogino expanded her career abroad. Her creative perspective was broadened as she got exposed to diverse cultures, styles, and rhythms of life. She came to understand that women across cultures share a common aspiration: to live with intelligence, express strength with softness, and carry love through the thoughtful details of everyday life.
In 1993, Izumi Ogino conceived her own fashion brand, ANTEPRIMA. Her collections combined soft knitwear, relaxed silhouettes, and understated details, creating a new form of modern elegance that felt both personal and timeless.
In 1998, ANTEPRIMA staged its debut on the international runway, a milestone that positioned Izumi Ogino as a trailblazing female designer across the global fashion landscape. Her vision of borderless elegance soon resonated with women worldwide.
Today, Ogino continues to evolve her designs through new textures and silhouettes, creating pieces that accompany women through life with confidence, freedom, and timeless style.
ANTEPRIMA WIREBAG
Released in 1998, ANTEPRIMA WIREBAG is one of the most recognizable fashion icons. Lightweight yet expressive, ANTEPRIMA WIREBAG` redefined how luxury bags could look, feel and move.
Each WIREBAG is hand-knitted using ANTEPRIMA’s exclusive wire material and crafted in a wide range of colors that shimmer subtly in the light. Combining flexibility with structure, the bags are designed to rest naturally against the body while remaining durable enough for everyday life.
Season after season, ANTEPRIMA WIREBAG continues to evolve through new silhouettes, textures and colors while staying true to its original spirit: intelligent design, handcrafted elegance and joyful femininity.
ANTEPRIMA WIREBAG: To have and to hold, now and forever.
Designed for Modern Women
ANTEPRIMA is crafted for women of all ages and backgrounds who live with independence, intelligence, and grace. Its silhouettes are soft yet structured, ideal for work, travel, or everyday life. Knitwear, relaxed tailoring and lightweight accessories adapt naturally to contemporary lifestyles.
More than an accessory, the ANTEPRIMA WIREBAG became a companion for modern women, always faithful on their wrists or shoulders. A companion that, like herself, is always ahead of fashion but never out of style. From sleek crossbody bags, versatile shoulder bags and practical tote bags to elegant clutch bags, soft hobo bags, petite mini bags and refined square bags, each ANTEPRIMA bag creates the spotlight and brings cachet to the arms it belongs on.
Innovation Woven with Craftsmanship
Craftsmanship lies at the heart of ANTEPRIMA. From the beginning, our brand has explored how traditional handwork and modern materials can exist together in harmony.
The signature ANTEPRIMA WIREBAG is created through a meticulous hand-knitting process using exclusive wire cords. This unique material gives each bag its distinctive shimmer while allowing it to maintain softness and movement.
Beyond material innovation, ANTEPRIMA continues to experiment with new forms, textures and construction techniques. From transformable silhouettes to sculptural structures, each collection reflects our ongoing pursuit of functional elegance and contemporary craftsmanship.
