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ANTEPRIMA SS24 Collection
ANTEPRIMA SS24 Collection

“Life is a game, and fashion is the ultimate playground. Just like in any game, there are rules to follow, but the real fun comes when we break them and explore new territory. Fashion allows us to play with different colors, textures, and patterns, creating endless possibilities for self-expression and creativity.” – Creative Director Izumi Ogino said.

ANTEPRIMA’s SS24 “GAME ON!” collection is a celebration of the playful spirit that resides within us all. Inspired by classic games of strategy and skill, the collection captures the joy and excitement of childhood, inviting us to rediscover the simple pleasures of play. Trump card is the strongest inspirations of SS24. Beyond their gaming significance, the four suits of playing cards can also be interpreted as symbols representing various aspects of society and human energy. For instance, Card of Queen represent “Women Empowerment” and ANTEPRIMA’s fundamental concept of “LOVE” embroidered. Not only inspired by playing cards, the brand also pays tribute to the Netflix series “The Queen’s Gambit” to reinvent 60’s classical mood. The heroine Beth Harmon is portrayed as a strong, independent woman who is not afraid to take risks and pursue her passions, even in the face of adversity. ANTEPRIMA wishes to inspire and empower women to pursue their own goals and ambitions, regardless of the obstacles they may face.

The eye-catching bold patterns, transparent layer design, 3D cutting, are inspired by elements of game, reinvented 60’s nostalgia style yet futuristic twist, speaks to the power of imagination and the joy of discovery. Translucent yet textural sheen fabrics continue to be the key to create spring and summer looks, with various texture materials such as embroidery, light gauze chiffon, silk and other details appear to reflect light and create dimensionality through its texture. Showing a unique and modern silhouette, allowing ANTEPRIMA women to exert their confidence and personality. To advance the trend of sustainable fashion, botanica, vegetable dyed, and “recyclable” Wire code from fabric are used.

As fashion and art are intertwined, ANTEPRIMA is delighted to announce an extraordinary collaboration with the renowned Japanese artist, Kei Takemura, marking an exceptional seasonal kick-off on coming Spring-Summer 2024 Collection. She has created special pieces for Izumi, based on ANTEPRIMA philosophy and the seasonal concept. Her remarkable talent shines through as she meticulously applies dedicated hand-crafted embroidery, breathing new life into these historic cards. The result is a harmonious fusion of tradition and contemporary artistry.

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