Primness is a collection of straight-forward silhouettes that combine premium natural fabrics and finishes.

Each collection is non-structured and contemporary, creating luxury staples for everyday.

Made in Australia.

Primness was launched by Vanessa Rochman in 2013. Primness is a family run business based in Melbourne. ‘Being a mother of two drives me as a designer, each collection is about everyday simplicity.’ Primness focuses on locally produced, high quality garments that are ageless, understated and effortless. ‘Local manufacturing was really important to me when I started, but now it feels sincerely appreciated by our customers as well.’