JOURNAL

WINTER BEHIND THE SCENES

Shot in a beautiful studio located in Brunswick, our Winter collection 'Still' was brought to life. VIEW THE CAMPAIGN SHOP THE COLLECTION

THE OCEAN ROBE

The ultimate in home luxury, the Ocean Robe is perfect for the pool, the beach or for around the home.  SHOP THE OCEAN ROBE

NEW COLLECTION: RESORT 20 - WABI

Our latest collection ‘Wabi’ has landed. Wabi signifies freshness and simplicity. It denotes quietude and the appreciation for everyday pleasures. A focus on serenity and comfort. Wabi offers sep...

NEW COLLECTION: WINTER 20 – HOME

A time to retreat and reflect. Home is where your heart lies, where you find peace, love and happiness. Now is the time for the ultimate in luxe loungewear. Home is where you feel your most comfort...

MORNING RITUALS

During this time, we’ve had the chance to slow down and create new rituals to start the day positively. This is what we have been loving...

New collection: Amore - Autumn 20

Amore, the Italian word for "love".   She threw caution to the wind and travelled through life with an effortless ease. An air of nonchalance followed her as she left whispers of perfume and adora...

OUR STORY

  Primness was launched by Vanessa Rochman in 2013. Primness is a family run business based in Melbourne. ‘Being a mother of two drives me as a designer, each collection is about everyday simplici...