ANTEPRIMA

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Overview

ANTEPRIMA is an Italian luxury fashion brand founded in Milan in 1993 by Japanese designer Izumi Ogino. Ogino continues to lead its creative direction, and the brand offers womenswear, bags, shoes, accessories, and other products. With “Smart, Precious with LOVE” as its concept, it proposes timeless styles for contemporary women. It has officially participated in the Milan Collection since 1998 and is known for its hand-knitted wire bag, first presented that year. The brand has lines including ANTEPRIMA/WIREBAG and operates internationally from Italy, Hong Kong, and Japan.

Concept

Smart, Precious with LOVE

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Parent brands and sub-brands, ordered by founding year.

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2 brands
Founded
1998-2009
1998 Sub-brand
ANTEPRIMA/WIREBAG
Bags

A diffusion line that carries the brand’s iconic identity

A derivative brand that develops ANTEPRIMA’s iconic wire bag as an independent line. Since

A derivative brand that develops ANTEPRIMA’s iconic wire bag as an independent line. Since its debut in 1998, it has continued to focus primarily on bags made with its dedicated wire cord, with a bag-centered range distinct from the main women’s wear line. The official website treats it as a separate category under the name ANTEPRIMA WIREBAG, and external sources also position it as a standalone diffusion line. It is the core derivative line most directly responsible for ANTEPRIMA’s brand recognition.

2009 Sub-brand
ANTEPRIMA/MISTO
Bags

A casual derivative line for everyday use

A casual line derived from ANTEPRIMA, offering items such as bags, charms, wallets, and je

A casual line derived from ANTEPRIMA, offering items such as bags, charms, wallets, and jewelry designed for everyday use. Whereas ANTEPRIMA/WIREBAG is centered on the wire bags that represent the brand, MISTO focuses on lighter, more practical designs and a broader range of accessories. It is treated as a distinct name in official stores and official online operations, with a clearly defined everyday positioning different from the main collection.

Brands with shared characteristics

Brands that share a country of origin, founding period, category or designer.

Frequently asked questions about ANTEPRIMA

Country of origin, founding year, categories and parent brands.

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