SPRING DRESSING
SPRING 24
Discover Happy.
Hello Happy. A new realm, an era of simplicity, lightness, and happiness. A joy filled collection of full swing dresses, softly draped silks, and ultra-relaxed tailoring. Easy sets, fresh button downs and lightweight classic cuts. Playful layering components with a contentment of
core shapes. A collection that focuses on essentialism and enjoyment. Cool, smooth tones of moss and navy with a pop of lavender. A celebration capsule, evoking feelings of optimism, designed to get better as you wear each time, creating happy moments to associate with your clothes for years to come.
Welcome to Happy.
BACK TO BASICS
Everyday Essentials.
Designed for the contemporary wardrobe. Inspired by nature. Crafted locally in Melbourne. Luxury staples for everyday, combining premium natural fabrics and finishes.
Curate your wardrobe with essentials from Primness.
SUBTLE SUITING
DUSK BLAZER - FAWN
$430
GLORY BLAZER - BLOOM
$395
DREAMY SILKS
Dress up in sumptuous silk.
Luxe stretch satin tailored silhouettes and buttery sueded button-downs. Elevate your Spring wardrobe with the effortless style and ease of silk.
Discover new to our silk collection.
LUXE LAYERS
Level up with layering.
From cotton basics, to straight cut pants, an outfit isn't complete without a light layer, perfect for the changing of seasons. Jumpers and jacketing complete any trans-seasonal outfit.
Dress up this Spring in Primness.
TRANS-SEASONAL DRESSING
Limited Pieces
With an emphasis on producing responsibly, limited runs ensure a focus on long-term value and exclusivity. Offering locally manufactured, carefully considered pieces for the everyday contemporary wardrobe. Secure yours today.
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