ANTEPRIMA proudly presents “Daily Sparkle,” its Spring-Summer 2026 Standard WIREBAG campaign starring KIM CHAEWON, a prominent figure within the internationally influential K pop group, LE SSERAFIM. The campaign marks the second time ANTEPRIMA has featured KIM CHAEWON, following the strong resonance of her previous appearance with the brand. This continued creative journey reflects a deepened dialogue and a shared vision of modern elegance infused with optimism, lightness, and joy.
“Daily Sparkle” captures the magical moment when the ordinary becomes extraordinary. Rooted in the light‑reflecting beauty of ANTEPRIMA’s iconic WIREBAGS, the campaign presents the bag as more than an accessory—it is a source of daily magic. Lightweight yet expressive, luminous yet effortless, the WIREBAGS bring confidence, charm, and a subtle glow to everyday life. With KIM CHAEWON as the radiant muse, dressed in selected looks from ANTEPRIMA’s Spring-Summer 2026 runway collection, the narrative illustrates how a touch of sparkle can transform simple moments into expressions of effortless chic.
The campaign imagery is imbued with a sense of natural poise and contemporary energy. Paired with the WIREBAG’s vivid hues and sculptural silhouettes, and complemented by the clean, modern lines of the runway pieces, the visuals reveal a world where chic sophistication meets a cheeky, playful spirit, and where everyday moments are elevated through light, texture, and movement. The result feels warm, authentic, and effortlessly expressive, capturing the simple joy found in daily life.
At its heart, “Daily Sparkle” is a celebration of everyday lightness—a reminder to find joy in small moments and to carry it with confidence. The ANTEPRIMA WIREBAG emerges a daily companion, adding a gentle glow to life’s rhythms and elevating the ordinary with ease and quiet optimism. Add a little light to your day. A daily dose of sparkle. Chic, playful, and sparkling with joy.
A Striking New Summer Statement: LUCCHETTO II WIREBAG Unveiled in a New Silhouette
As early summer approaches, ANTEPRIMA introduces a refined evolution of its iconic LUCCHETTO II WIREBAG, celebrated for its signature turn-lock closure. The new LUCCHETTO II is reimagined in a sleek cylindrical silhouette, blending the maison’s artisanal heritage with a contemporary spirit.
Available in two thoughtfully designed sizes and equipped with an innovative adjustable wire strap, the bag transitions seamlessly from shoulder to crossbody wear, balancing practicality with refined style.
ANTEPRIMA also presents a playful selection of Motivo Italia WIREBAG Charms, featuring motifs such as pizza and espresso. These charming accessories translate the spirit of Italian lifestyle into delicate design accents, adding a whimsical touch and a vibrant summer mood to the bags.
The Art of Mini WIREBAGS – BOXXIE WIREBAG and CONFETTO WIREBAG
In this campaign, KIM CHAEWON also presents the mini bag designs BOXXIE WIREBAG and CONFETTO WIREBAG, seamlessly blending the brand’s iconic shimmering craftsmanship with a youthful, modern design language. The result is a fresh expression of style that balances playfulness, elegance, and contemporary attitude.
Defined by its clean, compact silhouette, the BOXXIE WIREBAG makes a confident statement, showcasing a vibrant and youthful modern aesthetic. In contrast, the CONFETTO WIREBAG features softer lines and refined textures, echoing femininity while adding delicate highlights to everyday styling.
ANTEPRIMA WIREBAG
Shop 506, 5/F
