Launched in the summer of 2013, homegrown label Primness is perfect for the modern minimalist. Designer Vanessa Rochman draws inspiration from her relaxed Australian lifestyle, and fuses this with her passion for premium craftsmanship and travel. The result? Polished yet unfussy pieces are brought to life with the finest natural materials and bespoke fabric finishes.

With an overarching aesthetic that champions a sophisticated, casual simplicity, Primness is effortlessly wearable without compromising on quality of design or construction. Rochman’s straight-forward shapes and silhouettes are beautifully unstructured and modern - the ideal complement to a life lived confidently and on the go. Every collection is designed and lovingly crafted locally in Melbourne, ensuring unwavering attention to detail in every seam and stitch.

THE ICONIC’s curated edit of Primness offers a selection of elevated essentials that beg to be worn every day. Beautifully draped tees, tanks and shorts in breathable jersey bring an extra layer of luxe to any basics rotation, while slouchy blouses, pants and soft shirting capture a covetable air of polished je ne sais quoi. The label’s signature t-shirt dresses and tunics are perfect for days that call for slip-on-and-go style, with subtle details offering a little something extra for the seasoned sartorialist. The label’s soft neutral palette is rendered in premium cotton and fluid silk, promising quiet indulgence and optimal wearability. For luxury staples with an artful contemporary edge, shop our range of Primness today.