Est. 2002 · Milan, Italy
Our Story
Prima Vera was never meant to be a fashion brand. It was meant to be a feeling — the quiet confidence of wearing something made with absolute care, by hands that understood what they were making.
"I did not want to make clothes. I wanted to make objects that happened to be worn."
Marco Ferretti, Founder
Timeline
Two Decades of Making
Founded in Milan
Marco Ferretti opens a small atelier on Via della Moda with a single sewing machine, two assistants, and an unshakeable belief that luxury should feel personal.
First Collection
The debut Prima Vera collection — twelve pieces, all in cream and black — sells out within a week at La Rinascente. The PV monogram is born.
Paris Expansion
A boutique opens on Rue du Faubourg Saint-Honoré. Parisian editors take notice. Vogue France calls Prima Vera "the quiet revolution from Milan."
London Flagship
The Regent Street flagship opens, cementing Prima Vera's position as a truly European house. The London store becomes the brand's most visited location.
The Velvet Red Era
The introduction of Velvet Red as a signature accent colour marks a new creative chapter — bolder, more confident, yet still rooted in restraint.
Sustainability Pledge
Prima Vera commits to net-zero by 2030, transitions to 100% organic cotton, and launches the PV Repair Programme — free lifetime repairs for every garment.
B Corp Certified
Prima Vera becomes one of the first Italian luxury houses to achieve B Corp certification, recognised for its impact on workers, community, and environment.
Today
Three flagships, seventeen countries, and over two decades of quiet craftsmanship. The atelier on Via della Moda still hums with the same energy as day one.
What We Stand For
Our Values
Restraint
We believe in doing less, better. Every detail is considered. Nothing is added without purpose.
Longevity
We design for decades, not seasons. A Prima Vera piece should outlast every trend it encounters.
Integrity
From the farms where we source our cotton to the artisans who cut our cloth — we hold ourselves to the highest standard at every step.
Intimacy
We are not a mass brand. We make considered pieces for considered people. That relationship matters to us deeply.
Wear the Story
Every Prima Vera piece carries two decades of craft, care, and conviction. Explore the collection.