PrimaDonna/Twist Winter 2020

COLLEC TION FW2 0 R OU N D 1 & 2

TREND ALERT & SEASON HIGHLIGHTS PRIMADONNA

CHECKS ARE BACK

RUST IS IN!

They’re all over Instagram: checks in every conceivable style.

Don’t miss out.

Rust shades are an absolute must this fall.

Madison got an extreme make-over to ‘check that box’ (pun intended).

Earth tones are very fashionable and considered to be the new nudes. No better series to bring in this color than our icon Deauville.

WARM SUNSET COLORS AW20 is exceptionally colorful, with warm fall hues like orange, rust, pink, rich red taking center stage.

Sensual newcomer to the PrimaDonna collection, Sophora, takes the lead early in the season in a gorgeous raspberry.

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TREND ALERT & SEASON HIGHLIGHTS PRIMADONNA

SHINY FABRICS

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TREND ALERT & SEASON HIGH LIGHTS PRIMADONNA TWIST

TRENDING COLOR: DEEP TEAL Like earth tones, you’ll see this blue-green hue everywhere this fall.

A warm fall color that is a perfect match with ocher yellow, bordeaux red, rust brown, and the other trend colors of the season.

ANIMAL PRINTS Animal prints are the new black!

They are everywhere in fashion for a few seasons now and they are here to stay.

Leopard is still hot, but reptile prints are claiming their spot on the fashion stage.

Fun, fashionable and so PrimaDonna Twist!

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PRIMADONNA-COLLECTIE AW20: FASHIONABLE STREET STYLES AND LUXURY HIGH FASHION Imagine making your way to work in your finest business attire in the morning, clubbing in your best party dress by night, and enjoying a luxurious afternoon tea in an over-the-top outfit on your day off.

When it comes to inspirational fashion capitals, London takes the cake. From high fashion to cool street style, the city is an incredible melting pot of styles and influences. This inspired our designers to create the latest PrimaDonna winter collection.

LONDON CALLING

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PrimaDonna captivates with luxury lingerie that exudes chic London neighborhoods like Westminster, Bloomsbury, and the South Bank, the cultural heart of the city.

PrimaDonna Twist takes you to the edgy rock ‘n’ roll side of London, inspired by fashionable neighborhoods like Soho Night, Notting Hill, and Covent Garden.

Elegant materials such as satin and lace, artistic styles, and feminine details create a luxurious and fashionable look.

Think floral and animal prints, checks, lace, and velvet. A cool mix of British extravagance and highend fashion.

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PR I MA D O N N A COLLEC T ION FW2 0 RO UN D 1 10

THE COLLECTION PRIMADONNA - R1

TIMELESS ELEGANCE

VIBRANT SEDUCTION

Palace Garden CHB

Sophora FRB

• From oriental chic to a bold reptile print

• Light and elegant tattoo look

• Printed voile and Spanish embroidery with an impeccable fit

• Now in pink: vibrant and on-trend

Madison CRB

Hyde Park SBA & GCT

Palace Garden RPT

• Ultimate comfort in on-trend power look

• C obblestone print adds an urban edge

• From oriental chic to a bold reptile print

• All briefs got an update

• M ust-have: balcony with feminine half-cup effect

Deauville CNM

• Our icon in the trend color of the season • Cinnamon color looks great on pale winter skins

SOPHISTICATED LUXURY

• Printed voile and Spanish embroidery with an impeccable fit

Summer SAF

Alara ZWA & PNE

• B est-selling series in fashionable fall colors

• Delicate embroidery with strong support

• F eminine and comfortable deep plunge

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LIGHT & DARING

• Light and airy fabrics

Orlando NIB

Belgravia ZWA

Dolce Vita BBI

• Festive dark blue look

• A chic and elegant punk look

• Legendary Deauville fit

• M ust-have: the longline bralette with tattoo effect

• Special edition with a copper shine • Flattering and luxurious

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STYLES OVERVIEW PRIMADONNA - R1

BRAS

TIMELESS ELEGANCE

TIMELESS ELEGANCE

LIGHT & DARING

VIBRANT SEDUCTION

FULL CUP

COMFORT BRA

BALCONY DEEP PLUNGE / LONGLINE

SOFT BRA

BALCONY TULIP SEAM

PADDED BRA BALCONY

PADDED BRA HEART SHAPE

TRIANGLE BRA

B-I CUP

D-G CUP

C-H CUP

C-G CUP

B-I CUP

C-G CUP

VIBRANT SEDUCTION TIMELESS ELEGANCE TIMELESS ELEGANCE

HOTPANTS SHORTS

SHORTS THONG

LUXURY THONG THONG

BODY BODY

C-G CUP

C-G CUP

C-F CUP

HYDE PARK C-G CUP

C-F CUP

ALARA C-H CUP

SUMMER C-G CUP

C-G CUP

DEAUVILLE CNM D-H CUP

C-F CUP

MAGNOLIA B-J CUP

SOPHISTICATED LUXURY

FULL BRIEFS HOTPANTS

MADISON CRB

B-J CUP

C-G CUP

C-F CUP

BELGRAVIA C-H CUP

TIMELESS ELEGANCE

RIOFULL BRIEFS BRIEFS

SOPHORA FRB

B-I CUP

C-G CUP

C-G CUP

ORLANDO B-J CUP

SOPHISTICATED LUXURY

RIO BRIEFS

ACCESSORIES

C-F CUP

C-H CUP

C-H CUP

D-H CUP

C-F CUP

DOLCE VITA C-H CUP

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SEAMLESS NON PADDED

BODIES

PALACE GARDEN

C-I CUP VIBRANT SEDUCTION

BALCONY VERTICAL SEAM

BOTTOMS

C-G CUP

C-F CUP

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DESIGN LEARNINGS

WHAT WE IMPROVED • More distinctive segments.

Back to the roots of the real PrimaDonna seduction (strong colors, strong embroideries)

WHAT WE ACCELERATED? • Clear differentiation between PrimaDonna and PrimaDonna Twist

• Fun factor in PrimaDonna Twist (the twisted feeling)

• Update Briefs stayers

• Not too much of the same offer: brown in PrimaDonna, prints in PrimaDonna Twist • Modernization of the brand through new styles, the lab, ….

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PRICE RANGE

SOPHORA

MADISON

HYDE PARK

ORL ANDO

PAL ACE GARDEN

SUMMER

DEAUVILLE

AL ARA

BELGRAVIA

DOLCE VITA

HIGH END

ENTRY PRICE

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OUR NEW STYLES OF THE SEASON

HYDE PARK

MADISON ALL BRIEFS GOT A MAKE-OVER.

BALCONY BANDEAU MODEL: •• The balcony bra with sheer tulle above the cups has a feminine half-cup effect.

•• The satin trim adds a chic touch.

•• Popular style, known from series such as Atlantis

•• ultra-feminine thong with extra-high cut and lots of lace at the waist.

BRALETTE •• in full checks with feminine stretch lace on the upper cups and straps •• Stylish cut with an extremely comfortable fit

DELUXE THONG: •• with a print on the front and back

•• Same cut as the I Do bralette, available in the wide range of Madison sizes!

•• front panel features feminine embroidery.

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PR I MA D O N N A COLLEC T ION FW2 0 RO UN D 2 79

SPECIAL PROJECTS 100 YEARS SPECIAL EDITIONS

Orlando & Dolce Vita two bestsellers in a special edition Shot in Wichelen craftsmanship storytelling

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ORL ANDO

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TIMELESS ELEGANCE

ORLANDO Festive look, legendary fit - Special edition

MATERIAL

DID YOU KNOW...

•• Two-toned embroidery reflects the light, adds depth, and creates elegant cleavage.

•• O rlando – Deauville’s nineties predecessor – was an instant hit at last summer’s relaunch.

With its fantastic fit and stylish look, this lingerie is an instant classic!

•• With their flower embroidery, the straps were made to be seen.

•• The same legendary fit as Deauville with a chic and stylish look.

•• A dreamy alternative to Deauville, with the same fit and an even more contemporary graphic look.

•• A ll briefs have a delicate finish and two are made from smooth, lightweight fabric.

The luxurious thong was given a fresh, contemporary look.

•• A vailable this fall as a festive edition in stunning midnight blue.

•• T o celebrate our anniversary, this series was shot in our factory in Belgium in the room where all PrimaDonna fabrics are cut into the patterns used to create bras in 69 different sizes.

•• The patterns sometimes differ in size by just a few millimeters, because a single millimeter can mean the difference between good and perfect.

ORL ANDO

“Van de Velde’s 100th anniversary is the perfect opportunity to relaunch an iconic series like Orlando — the predecessor of Deauville. The timeless cuts are super-modern and are the ideal alternative for the countless Deauville fans. This season we are releasing a limited-edition series in stunning midnight blue, just in time for the holidays!”

NIB Night Blue

Carole Lambert, PrimaDonna Brand Design Manager 83

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TIMELESS ELEGANCE

ORLANDO

Night Blue - NIB

FULL CUP WIRE BRA

COMFORT WIRE BRA

BODY 0463150 EUR: C-F 80-95 FR: C-F 95-110 UK: C-F 36-42

0163151 EUR: F-H 65-105 / I-J 70-90 FR: F-H 80-120 / I-J 85-105 UK: F-H 30-46 / I-J 32-40

0163156 EUR: D-E 80-105 FR: D-E 95-120 UK: D-E 36-46 0163157 EUR: F 80-105 / G-H 75-105 FR: F 95-120 / G-H 90-120 UK: F 36-46 / G-H 34-46

0163150 EUR: B 85-110 / C 75-105 / D-E 65-105 FR: B 100-125 / C 90-120 / D-E 80-120 UK: B 38-48 / C 34-46 / D-E 30-46

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RIO BRIEFS 0563150 EUR: 38-48 FR: 38-48 UK: S-3XL

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FULL BRIEFS 0563151 EUR: 40-52 FR: 40-52 UK: M-5XL

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THONG 0663150 EUR: 38-46 FR: 38-46 UK: S-2XL

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LUXURY THONG 0663151 EUR: 36-48 FR: 36-48 UK: XS-3XL

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Festive dark blue look

Feestelijke donkerblauwe look

Look bleu foncé festif

Feierliches Dunkelblau

Legendary Deauville fit

Legendarische Deauville-pasvorm

Ajustement Deauville légendaire

Die legendäre Deauville-Passform

NOTES

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HOYRDLEAP NA DROK

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SOPHISTICATED LUXURY

DOLCE VITA Special edition with a copper shine - Special edition with limited availability

MATERIAL

SPECIAL EDITION

••

WITH LIMITED AVAIL ABILIT Y

Copper colored embroidery on dark blue tulle: flattering and luxurious!

••

The tulle has an open structure and great stretch.

••

The cups are unpadded and lined with sheer, non-stretch tulle in a skin tone. The back panels are made from sturdy tulle.

••

The stretch straps are adorned with embroidery and delicate satin-look ribbon.

••

The briefs are made from soft satin and feature luxurious embroidery.

We are celebrating our 100th anniversary in style with two special edition series: Orlando in Night Blue (normal availability) and Dolce Vita in Bleu Bijou (limited availability).

The chic color palette (dark blue with coppercolored embroidery that seems to melt into the skin) is similar to that of our other luxury series, Neroli. A feminine and stylish look for New Year’s Eve!

BBI Bleu Bijou

D O L C E V I TA

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SOPHISTICATED LUXURY

BELGRAVIA

Black - ZWA

FULL CUP WIRE BRA

BALCONY VERTICAL SEAM

TRIANGLE BRA

0163220 EUR: C 75-100 / D-H 70-100 FR: C 90-115 / D-H 85-115 UK: C 34-44 / D-H 32-44

0163222 EUR: C 80-90 / D 75-95 / E-F 70-90 / G 70-85 FR: C 95-105 / D 90-110 / E-F 85-105 / G 85-100 UK: C 36-40 / D 34-42 / E-F 32-40 / G 32-38

0163224 EUR: C 75-90 / D 70-90 / E-G 70-85 FR: C 90-105 / D 85-105 / E-G 85-100 UK: C 34-40 / D 32-40 / E-G 32-38

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RIO BRIEFS

FULL BRIEFS

THONG

LUXURY THONG

0563220 EUR: 38-48 FR: 38-48 UK: S-3XL

0563221 EUR: 40-52 FR: 40-52 UK: M-5XL

0663220 EUR: 38-46 FR: 38-46 UK: S-2XL

0663221 EUR: 36-48 FR: 36-48 UK: XS-3XL

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A chic and elegant punk look

Een chique en elegante punklook

Un look punk chic et élégant

Ein schicker und eleganter Punk-Look

Must-have: the longline bralette with tattoo effect

Musthave: de longline-bralette met tatoeage-effect

Must-have : la bralette bustier avec effet tatouage

Must-have: Longline Bralette mit TattooEffekt

NOTES

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B E L G R AV I A

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B E L G R AV I A

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SOPHISTICATED LUXURY

BELGRAVIA A chic and elegant punk look with a nod to the twenties

MATERIAL •• Patented fine yarn was also used in the Promise series.

•• Instead of tulle, we used a sturdy voile with an elegant shimmer.

•• Stylish embroidered design: a feminine rose with a modern, stylized look.

•• Satin ribbons on the cups and straps: luxurious with an elegant sheen and soft to the touch.

•• The three-piece bra and the balcony bra feature a fancy tuxedo bow.

•• Seamless briefs with embroidery on the front and satin on the back, with a slightly higher cut for an extra-feminine look.

MUST-HAVE ST YLES •• The balcony bra with opulent embroidery on the back is a real statement piece. A low-cut back is a popular trend and this tattoo look is both feminine and chic. Perfect for parties!

•• The longline bralette with fashionable tattoo effect combines a delicate look with sturdy support.

•• Fashionable high-waist briefs with lots of embroidery. Light and retro!

NOD TO THE T WENTIES B E L G R AV I A

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Belgravia Square was an up-and-coming London neighborhood in the 1920s. Today, it’s a prosperous area full of elegant buildings and home to various foreign embassies. It’s considered one of the richest city districts in the world.

ZWA Black

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SOPHISTICATED LUXURY

DOLCE VITA

Blue Bijou - BBI

FULL CUP WIRE BRA 0162850 EUR: C 75-100 / D-E 70-100 FR: C 90-115 / D-E 85-115 UK: C 34-44 / D-E 32-44 0162851 EUR: F-H 70-100 FR: F-H 85-115 UK: F-H 32-44 .................................................................................................

LONGLINE BALCONY 0162852 EUR: C-D 70-90 FR: C-D 85-105 UK: C-D 32-40 0162853 EUR: E-F 70-90 FR: E-F 85-105 UK: E-F 32-40 .................................................................................................

RIO BRIEFS

FULL BRIEFS

0562850 EUR: 38-48 FR: 38-48 UK: S-3XL

0562851 EUR: 40-52 FR: 40-52 UK: M-5XL

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BALCONY PADDED WITH SEAM 0162854 EUR: C-D 70-95 FR: C-D 85-110 UK: C-D 32-42 0162855 EUR: E-F 65-90 / G 70-85 FR: E-F 80-105 / G 85-100 UK: E-F 30-40 / G 32-38 .................................................................................................

THONG 0662850 EUR: 36-48 FR: 36-48 UK: XS-3XL

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LUXURY THONG 0662851 EUR: 38-48 FR: 38-48 UK: S-3XL .................................................................................................

Special edition with a copper shine

Special edition met een koperen glans

Édition spécial à la brillance cuivrée

Sonderausgabe Auflage mit Kupferglanz

Flattering and luxurious

Flatterend en luxueus

Un modèle flatteur et somptueux

Figurschmeichelnd und mit hohem Tragekomfort

NOTES

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GROUPING SUGGESTIONS

MADISON CAL

ORLANDO NIB

COUTURE CRE

DOLCE VITA BBI

EVERY WOMAN GIN

CROSS-SELL

MARKETING FOCUS ICON, ALWAYS AVAILABLE

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GROUPING SUGGESTIONS

MADISON ZWA

ORLANDO NIB

DOLCE VITA BBI

PERLE CHB

CROSS-SELL

MARKETING FOCUS ICON, ALWAYS AVAILABLE

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P R IMA D O N N A T WIS T COLLEC T ION FW2 0 RO UN D 1 102

THE COLLECTION PRIMADONNA TWIST - R1

MINIMALISTIC

FUNKY

Piccadilly KIG

First Night BEL

• Comfy, shiny styles

• A fashion look with lots of lace

• Briefs with no-hem tulle

• New style: a padded balcony

I Do DTL

Covent Garden BRO

First Night ZWA

Wild Rose ZWA

• Stylish and comfy nineties lace

• Cool animal prints and flirty details

• A fashion look with lots of lace

• Dual-toned French lace

• Trending color: deep teal

• Ultra-soft fabric

• New style: a padded balcony

• Extremely comfortable fit

East End RBD & MAJ

Notting Hill

Soho Night

• Graphic lace and super-soft microfiber

• Ultra-smooth lace look

• Structured velvet print of lace flowers and polka dots

• Clean look, a comfortable fit

• Fit of popular Rebelle-series

• Retro briefs with an extra-high cut

Liverpool Str.

Abbey Road

I Do Nursing

• Glamorous punk look

• Velvet flowers, shiny fabrics, and playful optical illusions

• Comfort and style for new mommies

• French lace with an eclectic print

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FLIRTY

• Heart-shaped padded bra with sexy triangle look

• Patented construction

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STYLES OVERVIEW PRIMADONNA TWIST - R1

BRAS

MINIMALISTIC

FULL CUP

BALCONY DEEP PLUNGE

PADDED BRA BALCONY

PADDED BRA HEART SHAPE

C-H CUP

C-H CUP

C-H CUP

FUNKY FLIRTY FUNKY URBZN FLIRTY FUNKY MINIMALISTIC

FULL BRIEFS RIO BRIEFS

HOTPANTS FULL BRIEFS

THONG SHORTS

LUXURY THONG THONG

BODY BODY

C-H CUP

C-H CUP

C-H CUP

C-H CUP

C-H CUP

C-H CUP

C-H CUP

C-H CUP

C-G CUP

C-G CUP

C-H CUP

C-H CUP

C-H CUP

C-H CUP

C-H CUP

C-G CUP

COVENT GARDEN

I DO B-H CUP

MINIMALISTIC

RIO BRIEFS

WILD ROSE

C-H CUP

C-G CUP

SOHO NIGHT

NOTTING HILL

EAST END C-F CUP

STAR C-I CUP

FUNKY

NURSING BRA

C-G CUP

C-H CUP

C-H CUP

C-G CUP

C-G CUP

LIVERPOOL STR. C-H CUP

FLIRTY

STRAPLESS HOTPANTS

PICCADILLY C-H CUP

FLIRTY

TRIANGLE

BODIES

FIRST NIGHT C-G CUP

C-G CUP

C-G CUP

C-G CUP

C-G CUP

C-G CUP

C-G CUP

C-H CUP

ABBEY ROAD

I DO B-H CUP

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BOTTOMS

C-H CUP

C-G CUP

C-I CUP

C-F CUP

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PRICE RANGE

PICCADILLY

EA ST END

NOTTING HILL

LIVERPOOL STR

WILD ROSE

COVENT GARDEN

I DO

SOHO NIGHT

I DO BABY LOVE

FIRST NIGHT

ABBEY ROAD

HIGH END

ENTRY PRICE

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OUR NEW STYLES OF THE SEASON

FIRST NIGHT

NEW STYLE: NEW HIGH-WAIST BRIEFS:

NEW STYLE: PADDED BALCONY

•• a high-waist cut with the feminine lines of hot pants

WILD ROSE DEEP PLUNGE

•• lace draping creates the illusion of fuller cleavage

•• front panel is lined with power-tulle for a streamlined silhouette.

•• back in collection

•• straps can be worn over the shoulders or crossed at the back.

•• lots of lace at the legs

•• best-selling style •• creates beautiful cleavage

ABBEY ROAD HEART-SHAPED BRA WITH OPTICAL ILLUSION •• looks like a feminine triangle, but has padded cups for outstanding support.

VINTAGE BODY •• Vintage body with a velvet look, featuring long sleeves and an elegant open back.

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FIT UPDATE HEART SHAPED PADDED BRAS

We decided to split our padded cups assortment over two styles.

• •

HARD PADDED (like A la Folie, Tresor & Happiness) SOFT PADDED (like I Want You).

In Fall/Winter we will have 60% HARD PADDED and 40% SOFT PADDED BRAS.

HARD PADDED •• East End •• Wild Rose •• Covent Garden •• Soho Night •• Abbey Road BENEFITS • Original PrimaDonna padding • Very consistent in terms of sizing and fit • Feels a bit more rigid on the skin

SOFT PADDED •• Piccadilly •• I do •• Liverpool Str. •• Notting Hill BENEFITS OF THE SOFT PADDED BRAS: • Feels very soft on the skin • Very comfortable fit • More elastic, so tends to fit a bit bigger

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P R IMA D O N N A T WIS T COLLEC T ION FW2 0 RO UN D 2 185

L I VHEYRDPEOP OALRSKT R .

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HYDE PARK

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LIVERPOOL STR Glamorous punk look

MATERIAL •• New technique: French lace with an eclectic print.

•• The print is a combination of tartan checks, flowers, and an animal print for a unique 3D effect.

AN ECCENTRIC LOOK FOR BOLD FA SHIONISTA S! •• This lingerie is a real showstopper!

A unique look that will undoubtedly draw shoppers to your store.

•• The printed lace continues onto the straps.

•• The print was inspired by the high fashion creations of designer Vivienne Westwood and London street styles like the punk look.

•• The cups are either padded or lined with tulle.

•• In short: a real fashion statement with impeccable support for larger cup sizes.

•• The luxurious briefs feature all-over lace on the front panel.

PNK Punck ‘n Roses

LIVERPOOL STR

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FUNKY

LIVERPOOL STR.

Punk ‘n roses - PNK

FULL CUP WIRE BRA

PADDED BRA - HEART SHAPE

PADDED BRA - BALCONY

0141920 EUR: C 75-100 / D-E 70-100 / F 70-95 / G-H 70-90 FR: C 90-115 / D-E 85-115 / F 85-110 / G-H 85-105 UK: C 34-44 / D-E 32-44 / F 32-42 / G-H 32-40

0241920 EUR: C 75-95 / D-E 70-95 / F 70-90 / G 70-85 FR: C 90-110 / D-E 85-110 / F 85-105 / G 85-100 UK: C 34-42 / D-E 32-42 / F 32-40 / G 32-38

0241922 EUR: C 75-95 / D 70-95 / E 65-95 / F 65-90 / G 65-85 FR: C 90-110 / D 85-110 / E 80-110 / F 80-105 / G 80-100 UK: C 34-42 / D 32-42 / E 30-42 / F 30-40 / G 30-38

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RIO BRIEFS

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FULL BRIEFS 0541921 EUR: 40-50 FR: 40-50 UK: M-4XL

0541920 EUR: 36-48 FR: 36-48 UK: XS-3XL .................................................................................................

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HOTPANTS 0541922 EUR: 36-48 FR: 36-48 UK: XS-3XL

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THONG 0641920 EUR: 36-46 FR: 36-46 UK: XS-2XL

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Glamorous punk look

Glamoureuze punklook

Look punk glamour

Glamouröser Punk-Look

French lace with an eclectic print

Frans kant met een eclectische print

Dentelle française à l’imprimé éclectique

Französische Spitze mit vielschichtigem Druck

NOTES

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HYDE PARK

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HYDE PARK

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ABBEY ROAD Naughty chic with a retro twist

MATERIAL

MUST-HAVE ST YLES

•• A combination of black velvet lace flowers on a shimmery fabric with the look and feel of tights in a chic skin tone.

•• Heart-shaped bra with a feminine triangle look, featuring padded cups that offer outstanding support.

•• Playful optical illusions, such as a triangle look or a delicate bralette, and excellent support for larger cup sizes.

•• Long line bra with a corset-style back.

•• Feminine briefs with bondage elements and sheer fabrics.

•• High-waist briefs with a chic bondage look.

•• Vintage body with a velvet look, featuring long sleeves and an elegant open back.

INNOVATIVE CUTS DEVELOPED IN THE PRIMADONNA L AB!

ZWA Black

In the PrimaDonna Lab, we make lingerie trends wearable for larger cup sizes by testing and optimizing new materials, techniques, and applications.

A B B E Y R OA D

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This allows us to translate trends, such as the delicate lace bralettes and triangle bras that are popular now, into lingerie with the best fit for larger cup sizes. It is our mission to help all women shine in lingerie with a superior fit and a feminine, fashionable look!

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FLIRTY

ABBEY ROAD

Black - ZWA

DEEP PLUNGE BALCONY

PADDED BRA - HEART SHAPE

PADDED BRA - BALCONY

BODY

0141956 EUR: C 75-90 / D 70-90 / E-G 70-85 FR: C 90-105 / D 85-105 / E-G 85-100 UK: C 34-40 / D 32-40 / E-G 32-38

0241950 EUR: C 75-95 / D-E 70-95 / F 70-90 / G 70-85 FR: C 90-110 / D-E 85-110 / F 85-105 / G 85-100 UK: C 34-42 / D-E 32-42 / F 32-40 / G 32-38

0241952 EUR: C 75-95 / D 70-95 / E 65-95 / F 65-90 / G 65-85 FR: C 90-110 / D 85-110 / E 80-110 / F 80-105 / G 80-100 UK: C 34-42 / D 32-42 / E 30-42 / F 30-40 / G 30-38

0841950 EUR: 36-46 FR: 36-46 UK: XS-2XL

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RIO BRIEFS

FULL BRIEFS

HOTPANTS

THONG

0541950 EUR: 36-48 FR: 36-48 UK: XS-3XL

0541951 EUR: 40-50 FR: 40-50 UK: M-4XL

0541952 EUR: 36-48 FR: 36-48 UK: XS-3XL

0641950 EUR: 36-46 FR: 36-46 UK: XS-2XL

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Velvet flowers, shiny fabrics, and playful optical illusions

Fluwelen bloemen, glanzende stoffen en speelse optische illusies

Fleurs velours, tissus chatoyants et effets d’optique ludiques

Samtblumen, glänzende Stoffe und verspielte optische Täuschungen

Heart-shaped padded bra with sexy triangle look

Hartvormige mousse bh met mooie triangellook

Soutien-gorge rembourré en forme de cœur au look triangle des plus séduisants

Herzförmiger gepolsterter BH im verführerischen Dreiecks-Look

NOTES

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I DO NURSING BRA

200

201

HYDE PARK

202

I DO NURSING BRA

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I DO NURSING Comfort and style for new mothers.

PATENTED DESIGN WITH PROVEN PRIMADONNA FIT •• Based on the patented Mammae fit, optimized with the materials and technical know-how of PrimaDonna.

•• The soft stretch fabric adjusts to fit the cup size of breastfeeding mothers.

NEW AT PRIMADONNA •• The first PrimaDonna nursing bra for women with a larger cup size, based on the patented Mammae fit.

•• With the trusted PrimaDonna fit and materials.

Clean, comfortable, and feminine.

•• In two versatile colors: Silky Tan and Black.

•• Info label and sales sheets to be added.

•• The inside structure allows mothers to breastfeed discreetly.

•• Lace details inspired by the I Do series add a stylish, feminine touch.

•• The removable underwiring allows for comfortable wear, day and night. The underwiring shapes and supports during the day and can be removed for a comfortable night’s sleep.

ZWA BLACK

SKT SILKY TAN

•• The healthiest way to breastfeed, for both mother and baby: the construction ensures optimum nipple placement, which helps to prevent mastitis and cracked nipples. It also helps to ensure a proper latch while giving baby plenty of room to breathe and move while nursing.

I DO NURSING BRA

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FLIRTY

A LWAY S AV A I L A B L E I N

Silky Tan - SKT

Scarlet - SCA

I DO

R1

Black - ZWA

Deep Teal - DTL M U LT I S E A S O N

FULL CUP WIRE BRA

DEEP PLUNGE BALCONY LONGLINE

0141602 EUR: B 80-90 / C-E 70-100 FR: B 95-105 / C-E 85-115 UK: B 36-40 / C-E 32-44

0141606 EUR: C 75-90 / D 70-90 FR: C 90-105 / D 85-105 UK: C 34-40 / D 32-40

0141603 EUR: F 70-95 / G-H 70-90 FR: F 85-110 / G-H 85-105 UK: F 32-42 / G-H 32-40

0141607 EUR: E-G 70-85 FR: E-G 85-100 UK: E-G 32-38

NURSING BRA

0141608 EUR: C 80-90 / D-F 70-95/ G 70-90 / H 70-85 / I 70-80 FR: C 95-105 / D-F 85-110/ G 85-105 / H 85-100 / I 85-95 UK: C 36-40 / D-F 32-42/ G 32-40 / H 32-38 / I 32-36

PADDED BRA - HEART SHAPE 0241604 EUR: C-E 70-95 FR: C-E 85-110 UK: C-E 32-42 0241605 EUR: F 70-90 / G-H 70-85 FR: F 85-105 / G-H 85-100 UK: F 32-40 / G-H 32-38

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PADDED BRA - BALCONY 0241606 EUR: C 70-95 / D-E 65-95 FR: C 85-110 / D-E 80-110 UK: C 32-42 / D-E 30-42 0241607 EUR: F 65-90 / G 65-85 / H 70-85 FR: F 80-105 / G 80-100 / H 85-100 UK: F 30-40 / G 30-38 / H 32-38 ................................................................................................. ................................................................................................. .................................................................................................

PADDED BRA - STRAPLESS

BODY

RIO BRIEFS

0241608 EUR: C 70-95 / D 65-95 FR: C 85-110 / D 80-110 UK: C 32-42 / D 30-42

0441606 EUR: C-F 75-90 FR: C-F 90-105 UK: C-F 34-40

0541600 EUR: 38-48 FR: 38-48 UK: S-3XL

0241609 EUR: E 65-95 / F 65-90 / G 65-85 FR: E 80-110 / F 80-105 / G 80-100 UK: E 30-42 / F 30-40 / G 30-38 .................................................................................................

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FULL BRIEFS

HOTPANTS

0541601 EUR: 40-50 FR: 40-50 UK: M-4XL

0541602 EUR: 36-48 FR: 36-48 UK: XS-3XL

ITALIAN BRIEFS 0541603 EUR: 38-48 FR: 38-48 UK: S-3XL

THONG 0641600 EUR: 36-46 FR: 36-46 UK: XS-2XL

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NURSING BRA SUPPORT PLAN

FIT TING CONTENT We will develop a video and pictures explaining how to fit a bra and what are the USP’s of the PrimaDonna Twist nursing bra.

ALWAY S PRESENT VISILBILIT Y We plan an online campaign targeted to pregnant women and young moms.

The nursing bra will also be featured on our website with a dedicated page, on our social channels and in a newsletter.

The original Mammae facebook page has been taken over and turned into a PrimaDonna Twist nursing bra page.

As from AW20, the nursing bra will be featured in all icon tools.

TARGETED ONLINE VISIBILIT Y

RETAIL PARTNERS SUPPORT

••

We plan a digital campaign targeted to pregnant women and young moms.

We will provide dedicated tools for our retail partners to allow them to promote our nursing bra.

••

The nursing bra will also be featured on our website, on our social channels and in a newsletter.

•• Leaflet •• Fitting video (USP’s) •• Inspirational video (storytelling)

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SALES SHEET NURSING BRA

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SALES SHEET NURSING BRA

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GROUPING SUGGESTIONS

A LA FOLIE ZWA

LIVERPOOL STR. PLR

I DO SCA

MARKETING FOCUS ICON, ALWAYS AVAILABLE

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PR I MAD ON N A SP OR T CO L L EC T ION FW2 0 RO UN D 1 214

AN ALLURING LOOK WITH THE PATENTED COMFORT OF THE S WEATER

MATERIAAL •• Graphic lace with a very good kickback for a lightweight feel and a stunning look.

•• The breasts are fully encased, just like with our series The Sweater.

•• A new, reflective PrimaDonna logo on the front.

•• The underwiring provides extra support in the sports bra, with or without padding.

ZWA Black

C AN YOU PL AY SPORTS WEARING AN UNDERWIRED BRA? •• The underwiring provides extra support, so the breast tissue is better protected against jolting.

•• The underwiring means the breasts are encased separately and attractively. This gives you an elegant and feminine silhouette instead of one large surface (often called a “uni-boob”).

•• The underwiring of the PrimaDonna sports bra is fully integrated and protected by soft and technically-advanced materials. You don’t feel them, but you get all the benefits.

PROVEN EFFICIENC Y The comfort and patented fit of The Sweater in a completely new look!

In terms of fit and comfort, our top performing The Sweater series outscores all other sports bras. A test panel of 21 women with a cup size ranging from D to H, assembled by Portsmouth University, awarded our underwired bra the highest score: a 9 out of 10!

This season, the styles have a completely new look with black, graphic lace. A superior fit with a fetching look!

CHOOSE BETWEEN TWO BRA STYLES...

•• An underwired bra with or without padding that firmly encases the bust. Wear it with or without a top!

Tip: Pair with the briefs for a sporty total look … AND TWO TRENDY ACCESSORIES

THE GAME

•• Workout pants with transparent side panels. The material is the same as that of the workout pants from the successful Myla Dalbesio collection: Sturdy with light shaping for a streamlined silhouette. Details like the small pocket at the back and the integrated logo complete the look.

•• A top with an attractive, graphic look.

THE GAME

M U LT I S E A S O N

Black - ZWA

SPORTS BRA WIRED

SPORTS BRA PADDED

FULL BRIEFS

WORK OUT PANTS

6000510 EUR: C 75-95 / D-G 70-95 / H 70-90 FR: C 90-110 / D-G 85-110 / H 85-105 UK: C 34-42 / D-G 32-42 / H 32-40

6000516 EUR: B 75-90 / C 70-90 / D-G 65-90 FR: B 90-105 / C 85-105 / D-G 80-105 UK: B 34-40 / C 32-40 / D-G 30-40

6000550 EUR: 40-52 FR: 40-52 UK: M-5XL

6000580 EUR: 38-48 FR: 38-48 UK: S-3XL

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TANK TOP 6000581 EUR: 38-48 FR: 38-48 UK: S-3XL .................................................................................................

NOTES

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COMFORTABLE SPORTS LINGERIE IN AN ELEG ANT SKIN TONE

MATERIAL •• Just like The Game, this sports bra builds on the patented fit of The Sweater.

•• Soft microfiber, just like the popular sports bra from the Myla Dalbesio Collection. Dries quickly and sits so comfortably!

•• Skin tone with a delicate print: Easy to combine and gives you a lighter silhouette.

•• An elegant integrated logo on the front.

•• The sturdy lining in the cups provides support and fully encapsulates the breasts individually.

•• The underwiring provides the breasts with extra, individual support.

THE GYM IS THE GO-TO SPORTS BRA FOR EVERYDAY USAGE !

•• Skintone sports lingerie: More and more consumers are looking for sportswear and lingerie in understated skin tones. The Gym is smooth lingerie in a flattering skin tone that you can truly wear under anything.

•• Two bra styles without padding: With or without underwiring, with a strong lining that fully encases your bust.

THE GYM

VEN Venus

M U LT I S E A S O N

THE GYM

Venus - VEN

SPORTS BRA WIRED

SPORTS BRA WIRELESS

FULL BRIEFS

6000410 EUR: C 75-95 / D-G 70-95 / H 70-90 FR: C 90-110 / D-G 85-110 / H 85-105 UK: C 34-42 / D-G 32-42 / H 32-40

6000413 EUR: C 75-95 / D-G 70-95 / H 70-90 FR: C 90-110 / D-G 85-110 / H 85-105 UK: C 34-42 / D-G 32-42 / H 32-40

6000450 EUR: 40-52 FR: 40-52 UK: M-5XL

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PRIMADONNA SPORT UPDATE

We are proud to announce our

COLLABORATION WITH THE BELGIAN OLYMPIC AND INTERFEDERAL COMMITTEE

WHY IS THIS GREAT NEW S?

WHAT DOES THIS PARTNERSHIP MEAN?

•• It gives an additional credibility to our brand as a relevant player in the sports category

•• The Gym sports bra is part of the official outfit of Team Belgium in Tokyo

•• It puts the brand in close contact with the Olympic Athletes who play a key role as reference audience.

• •

Outfit Olympic Villages 80 Female Athletes

•• The official logo will be visible on our Sports Campaign in all countries on all tools: • • • •

Website Social Pos Magazine

•• We are partner of the Colloquium of Women in Sports.

•

Promoting gender balance in sports

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SUPPORT PLAN SPORTS CATEGORY

GOAL : Cross-sell to existing consumers & recruit new consumers

TECHNICAL CONTENT We will develop technical content to visually show the effect of our bra, as well as a 3D visualisation of the construction of our bra.

ALWAY S PRESENT VISIBILIT Y Targeted online sport campaign on our website, social channels and via newsletter in May and September 2020.

Our sports collection will always be shown in all of our tools such as the magazine and the leaflet starting from SS20.

SPORTS LEAFLET

TARGETED ONLINE VISIBILIT Y We plan a digital sport campaign on our website, social channels and via newsletter in May and September 2020

RETAIL PARTNER SUPPORT We will provide tools for our retail partners to allow them to promote our sports collection •• PrimaDonna Sport Leaflet •• Fitting room posters 228

COLLECTION ARCHITECTURE

BRAS

MULTISEASON

WIRED NON PADDED

WIRED PADDED

BOTTOMS

WIRELESS

FULL BRIEFS

SHORTS

ACCESSORIES

PANTS

CAPRI

TANK TOP

THE GYM C-H CUP

C-H CUP

THE GAME C-G CUP

B-G CUP

C-H CUP

B-G CUP

ICONS

THE WORK OUT

THE SWEATER

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C-H CUP

230

M A R K E TIN G U P DAT E FW2 0 RO UN D 1 231

SPECIAL PROJECTS

WE ARE PRIMADONNA

THE LAB

WE ARE PRIMADONNA

PRIMADONNA TWIST ABBEY ROAD

In honour of the 100th anniversary of Van de Velde, we bring a tribute to the women behind our brand.

In the Lab we bring fashion trends that inspire us to life in lingerie that is wearable for women with a larger cup size.

Honest and pure portraits, made by Belgian artist and photographer Charlotte Abramow.

This autumn, PrimaDonna Twist brings an edgy and graphic series with a lot of velvet, statement lace and image pieces with optical illusions.

Women who are CEO, designer, marketeer, stitcher, retail partner or supplier for PrimaDonna in their daily life, are now showing themselves as they never did before.

Photographed in ‘Mad Men revisited’ style by famous Belgian fashion photographer Serge Leblon.

Targeted mainly in digital campaigns to a younger and more fashion-forward target group.

Proud, confident, feminine and real.

NURSING BRA When you choose for breastfeeding, you want to feel safe, supported and comfortable, but you also want to feel feminine and confident.

PrimaDonna took over the patent of Belgian brand Mammae and brings a new and improved version of this nursing bra in the PrimaDonna Twist I Do series.

PrimaDonna will bring photo and video content with real moms and experts.

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•

PRESS LAUNCH IN SEPTEMBER 2020

•

KICK-OFF AW20 SEASON

2ND ROUND: LAUNCH OCTOBER 2020

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MARKETING SUPPORT

MAGAZINE / LEAFLET

DRIVE TRAFFIC TO STORE

Tools which are meant to inspire and attract consumers with storytelling and the broad PrimaDonna assortment.

•• Digital Media campaigns are focused on discovering the new collection and lead to a landing page with brand movies and store locator

•• The magazine features all families •• The leaflet features selection of key families

CONTINUOUS ACTIVATION OF ICONS: •• More campaign visuals to keep our icons modern, new and attractive

•• All our press files highlight the importance professional fitting advice. We always direct consumers to the lingerie store to get a professional lingerie fitting. https://pressroom.primadonna.eu

•• Integrated in all material: seasonal POS, Magazine, newsletters, Social media, ..

•• Dedicated icons salesbook

•• Newsletters highlight the importance of lingerie advice and redirect to the store locator

•• Visual merchandising suggestions combined with our fashion •• Sell-out activations

ENGAGE THROUGH STORY-TELLING: •• We are PrimaDonna project •• Special editions 100 years Van de Velde

IMPROVE KADANZA We want to provide our retail partners with all of our relevant content in the most user-friendly way.

As of April 2020 Kadanza will be mobilefriendly and have a clearer easy-to-navigate structure.

•• Local ambassadors.

First test in Belgium with Ella Leyers and Siska Schoeters was very successfull.

BETTER THEMED CAMPAIGN CALENDAR •• More integration of consumer insights into our marketing campaigns.

•• This way, we get their attention and attract them with content, topics and products that are relevant to them at a certain moment.

PAID MEDIA CAMPAIGNS •• Focus on lingerie: 30% increase in media spend •• Both print campaigns and digital (targeted) campaigns •• Only premium institutional ads (no advertorials) on best positions in monthly glossies

IMPROVE BRAND WEBSITES We will use our campaign images and videos more prominently on our brand website, in order to have a 360° activation.

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KADANZA OPTIMIZATION

OBJECTIVE We want to provide our retail partners with all of our relevant content in the most user-friendly way, so they can also use it on their own platforms.

UPDATE AS FROM APRIL 2020 We want to provide all of our relevant content in the most user-friendly way.

• •

Kadanza will become mobile-friendly Kadanza will have a more user-friendly navigation structure.

• •

Clear link on the B2B website to Kadanza A calendar with the dates when new images will be uploaded

CONTENT NEW SINCE SS2020

1. CAMPAIGN IMAGES & VIDEO

2. E-COM IMAGES, PRODUCT DESCRIPTIONS, EAN-CODE & FABRICS

7. MAGAZINE PDF & COPY IN NL DE FR ENG NEW SINCE SS2020

8. LEAFLET

NEW SINCE SS2020

3. PACKSHOTS

9. READY-MADE SOCIAL POSTS & INFLUENCER POSTS

TO COME FOR AW2020

4. STILLS

5. LOGOS

6. PRESS FILES

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10. NEWSLETTER TEMPLATE & COPY

CAMPAIGN CALENDAR AUG

CONSUMER RELEVANT THEME

SEP

OCT

NOV

DEC

EARLY DELIVERIES

SPORT

WE ARE PRIMADONNA

AW20 LINGERIE LAUNCH

ANIMAL PRINTS

NURSING BRA

THE LAB

END OF YEAR

100Y

3/8-23/8

3/8-23/8

24/08 - 14/09

14/09 - 07/10

26/10-8/11

26/10-8/11

9/11-30/11

1/12-31/12

1/ 12-31/ 12

BACK TO WORK IN STYLE Keep your summer glow alive with these bright colors.

BACK TO THE GYM IN STYLE Prepare for your fall workout schedule and get fitted for a new sports bra.

FEEL FEMININE & PROUD The right lingerie gives a confidence boost. Get inspired by the women behind PrimaDonna.

COLDER DAYS, BOLDER PRINTS Match your warmer outfits with comfy lingerie with on-trend prints.

BREASTFEEDING IN STYLE

FESTIVE SEASON COMES EARLY

Sophora FRB

The Game The Gym

FALL FASHION IS HERE Get your lingerie drawer up to date with the trends of the season.

READY FOR THE FESTIVE SEASON? PrimaDonna’s luxury No better time to spoil range is here. Lingerie to yourself with two festive spoil yourself with or to special editions. find waiting for you under the Christmas tree.

HIGHLIGHTED PRODUCTS PD

HIGHLIGHTED ICONS PD

Selection of aw2020

Palace Garden Madison

Belgravia

Orlando Dolce Vita

Selection of icons Divine PNE Every Womaan EBO

HIGHLIGHTED PRODUCTS PD TW

Every Woman All colors except EBO

Couture ZWA Perle ZWA

The Sweater

Selection of aw2020 Soho Night ZWA East End RBD

First Night BEL

Piccadilly Covent Garden Notting Hill

Perle ZWA Madison ZWA

image not available yet

I Do Nursing bra

Abbey Road

First Night ZWA

•

HIGHLIGHTED ICONS PD TW

Selection of icons I Do A la Folie

MEDIA PR

I Do A la Folie

I Do SKT I Do SCA

I Do ZWA I Do SKT

I Do SCA A la Folie ZWA

EVENT

MEDIA OWNED

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POS OVERVIEW

POSTERS

LEAFLETS

FLIP DISPLAY All families

78 x 118 cm

WINDOW STICKER Palace Garden CHB

TOTEM Palace Garden CHB + RPT

30 x 42 cm A3

BRONZE PACKAGE 4 large R/V posters 125 leaflets 0Z6PACKW20000

125 pieces

SILVER PACKAGE 4 large R/V posters 250 leaflets 1 flip display 125 ex.

250 pieces

N SIG DE FINAL T NO

GOLD PACKAGE 4 large R/V posters 375 leaflets 1 flip display 1 window sticker 0Z6PACKW20000

Families: Palace Garden CHB - Madison CRB / Palace Garden RPT - Deauville CNM / Sophora FRB - East End MAJ / Soho Night ZWA - Orlando ZWA 78 x 118 cm

375 pieces

PLATINUM PACKAGE

N SIG DE FINAL T NO

7 large R/V posters 500 leaflets 1 flip display 1 window sticker 1 totem 0Z6PACKW20000

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Information is non-contractual and subject to change.

0Z6PACKW20000

+ 3 extra posters: Belgravia ZWA - Hyde Park CPG / Covent Garden BRO - Dolce Vita BBI / First Night BEL Abbey Road ZWA

500 pieces

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POS OVERVIEW

Families: Palace Garden CHB & RPT

MAGAZINE A4

INT

DE

INT 0Z6BRCHW20000 DE 0Z6BRDEW20000 NL 0Z6BRNLW20000

NL

Families: Palace Garden CHB Soho Night ZWA 0Z6XLPOW20A000

XL POSTERS R/V 120 X 180 cm

Campaign theme R/V PrimaDonna / Marie Jo 0ZZDECOW20000

DEADLINE FOR ENTERING ALL AW20 POS ORDERS IN CRM IS 1ST OF MAY 2020!

POS Shipment: AW POS will be shipped between 15th of May and 15th of June 2020 Back-orders are entered by customer service as long as stock lasts

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Information is non-contractual and subject to change.

XL

MAGAZINE

LEAFLET

large

OBJECTIVE:

OBJECTIVE:

To be distributed to consumers to inspire them, either in store, or either by mail or in in nearby stores where our consumers are (hair dresser, doctor’s office, pret-à-porter stores, local stores, …)

To drive traffic to store

Available on Kadanza so that the RP can use it on their communication platforms (newsletters, website, folder,…)

CONTENT: •• All fashion series will be covered and mainicon series will be added •• Language versions ··

To be distributed to consumers by RP via post, in giftboxes, …

Available on Kadanza so that the RP can use it for their communication platforms (newsletters, website, folder,…)

CONTENT: •• Best sold series with available campaign images •• Selection of key series of the season: PrimaDonna, PrimaDonna Twist and PrimaDonna Sport

PD: Multilanguage version / German version / Dutch version

•• Style overview with packshots to make it more attractive and visual for consumers NEW from SS20 •• Delivered to RP at the beginning of the season

• More qualitative and premium paper • Extra call-to-action and QR code to send the customer to our online magazine •

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Magazine will be available online as well

• Product name of series will be mentioned

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PRESS CLIPPINGS

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LABELS & PATENTS

SA8000 The SA8000 label is the worldwide leading certificate for corporate social responsibility with strict criteria in terms of child labor, forced labor, health and safety, freedom of association, discrimination, disciplinary procedures, working hours, salary and management. Van de Velde was one of the first Belgian companies to carry this label.

The same standards are demanded from all our suppliers, so we can guarantee our customers that our lingerie is produced under the best possible conditions for mankind and the environment.

PATENTED WIRES Underwires covered in a patented combination of 3 types of materials, also used in the car industry. This prevents the wires from poking through the material, while ensuring a soft, flexible and comfortable fit.

BESTSELLING EUROPEAN BRAND

AWARD

Winnaar van de 2016 & 2017 Bestselling European Brand Award

by Intima Magazine

AWARD-WINNING LINGERIE Three times in a row, PrimaDonna won the award for Best-selling European brand in lingerie stores.

TESTED ON REAL WOMEN We test all of our lingerie and swimwear on real women with different bodies and cupsizes.

Thanks to their feedback we can constantly improve our fit.

SUSTAINABLE AND SAFE LINGERIE The quality of our lingerie is legendary. Colors and elasticity resist frequent washing. We only use sustainable resources. All our lingerie, and resources, comply with the Oeko-tex and REACH legislations.

The Oeko-tex standard 100 label (class 2) ensures that our products are free of harmful substances and allergens.

REACH wants to expand knowledge about chemical substances and their risks. The harmful substances in a product need to be registered and communicated to the employees and to the consumer.

We work with European suppliers as much as possible.

Our lace finds its origin in France, the embroidery in Switzerland or Italy. Innovative microfibers come from Belgium. Sourcing close to our cutting facility is better for the environment. In addition, many of our suppliers are doing ecological efforts, such as investing in their own water purification installations.

The paper we use for our brochures and labels is FSC certified.

This means that the paper comes from responsible sources—environmentally appropriate, socially beneficial and economically viable.

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