Added to bag

Skip to content




Prima Donna: A brand in focus

Prima Donna: A brand in focus
Prima Donna: A brand in focus

03 / 03 / 2023

Here at Juste Moi we’re proud to only stock the best of the best. We choose from the most superior brands, internationally, to deliver lingerie in which we know that every woman can feel comfortable, confident and supported. 

Prima Donna is one of our brands, and this blog post dives into this incredible company in a little more detail, looking through their history and their ethos of quality craftsmanship.


Prima Donna is a world-renowned and luxurious lingerie company, which is one of the brands forming a part of the Van de Velde family. With headquarters in Schellebelle, a small and attractive town in Belgium, Prima Donna was founded over one hundred years ago back in 1919, by partners Achiel and Margaret Van de Velde.

A century on, Prima Donna has retained its reputation for quality, comfort and craftsmanship. The team in the Belgian atelier studio have inherited the brand’s ethos and dedication to the lingerie craft, and they take pride in producing the finest quality pieces, promising uncompromising support and unrivalled comfort, all wrapped up in sophisticated and elegant designs.

Fashion and fit - for every size

The Prima Donna ethos is that women with bigger busts should not feel excluded from fashion-forward lingerie choices. The Prima Donna team works hard every day to continue to push the boundaries. The brand pushes both the creative and technical limits of lingerie creation to create beautiful, wearable lingerie, responding to the latest trends, for women with a bigger bust.

We know that any Prima Donna creation will fit like a glove, immediately boosting the wearer’s self-esteem and confidence. Prima Donna knows how unfair it can feel to fall in love with beautiful underwear only to discover it doesn’t come in your size - or that it simply isn’t up to the challenge of providing the support you need. Prima Donna ensures that you’ll never have to choose between comfort and fashion.

Skill and craftsmanship

Prima Donna showcases pure artisanal design in every piece their talented seamstresses create. It takes them an astonishing eighteen months to go from new design to a perfectly produced final piece fit to be worn by their clientele. 
The process kicks off with the first sketches, created by the brand’s inhouse designers. Through a long eighteen months of work, that design is put through its paces - tested, studied, edited, and perfected. Only then do the brand deem the design suitable to go into production, and allow it to make its way into shops, and into the fitting room for its first try-on by a real Prima Donna customer.

The brand’s patented technical designs are of the highest quality, confidently outstripping any high street lingerie brand by miles. This sort of artisanal process requires finesse; a Prima Donna bra contains a minimum of 45 components!

Because they believe in great lingerie for all, each design can be available in up to 69 different sizes, too. That means there’s no ‘settling’ with this brand - the perfect model for you can be found. Discovering exactly the right fit and level of support that’s right for you can be down to a matter of a millimetre or two, and these subtle variances between sizes are meticulously calculated and implemented by the Prima Donna team, made up of pattern makers, designers, and material engineers.

The brand isn’t happy to rest easy on the hard-earned reputation it has forged over a century of lingerie creation, either. They continue to test the technical and creative limits of both their team and new materials, so that they are constantly improving their designs and their patented fit.

Every woman is different, and Prima Donna knows that it’s important for their brands to fit ‘real’ women, not just the model sizes used generally in fittings. That is why the brand tests every new bra design on a test panel, made up of women with a whole host of different cup sizes and body types. Many of the women in the test panel are colleagues, so truthfulness is guaranteed! We’re not talking a five minute try-on, either - the test panel wears the designs during their everyday activities, so the brand truly gets a full picture of how the bra performs. The invaluable feedback this test panel then delivers makes sure that any final tweaks can be made, leading to the perfect fit in the final product.

Prima Donna pieces come in a very extensive range of sizes, with many back and bust options available.


For an ultimately flattering shade: the Prima Donna Deauville Paradise

The Deauville collection continues to be Prima Donna’s best-selling set. Unparalleled for comfort, the Deauville fit is renowned, appealing to women of all ages and sizes.  Deauville is by far their winning collection, due to the ever-stylish nature of these pieces, and the consistent availability of their continuity colours (white, natural, cafe latte, black and nightshadow blue). This seasons colour injection into the Deauville collection is the Paradise.

The Deauville Paradise is a soft khaki green, which is such a soft and feminine (yet very unusual) shade, which flatters almost every skin tone. This Autumn Winter update on the best-selling Deauville collection features The Deauville Paradise Full Cup BraWith its fine lace decorative upper cup, adorned with delicate leaf embroidery, this three-part full-cup bra is perfect for supporting larger cup sizes with a design that remains fine and delicate. 

Pair with the Deauville Paradise Full Brief, with its flattering sheer lace and embroidery side panels, for a comfortable and stylish look to help you feel super-confident from the undies up! 

We love: the ornate strap and the subtle shimmer to the embroidery.
For scarlet seduction: the Prima Donna Deauville Scarlet
This scarlet red model allows you to vamp up your lingerie drawer, but is also surprisingly practical. Why? Because the red tone actually works brilliantly under light-coloured clothing! Leave your white undies in the drawer, as they’ll only draw the eye - red will recede into your skin tone through that new white dress.

We love: the warm red colourway in this elegant, embroidered design.
For a sophisticated statement pattern: the Prima Donna Madison collection
If you like the style and sophistication of an animal print, the Prima Donna provides the perfect choice this season with their Prima Donna Madison Bronze. Mixing a subtle cheetah print pattern with black lace, this slinky and seductive design can work just as well for everyday wear as it does for special occasions, mixing aesthetics with ultimate comfort. This is the season’s most exciting colour, and is the winner for our favourite new Prima Donna colourway.

The Madison Bronze Longline Plunge Bra is perfect for allowing a plunging, uninterrupted cleavage, which is especially useful beneath V necklines. We particularly love the on-trend cut, which is not only fashionable but comfy too. This design epitomises Old School Hollywood glamour - a truly luxurious piece of lingerie for your collection. Pair with the Madison Bronze Rio Brief, a garment cut for flattering and feminine comfort. The Madison is a style first collection, with continuity colours remaining as best sellers; available in white, natural, black, scarlet and cafe latte.

We love: injecting a dash of sultry seduction into everyday life with the Madison Bronze.

At Juste Moi, we’re proud to say that we stock only the best lingerie, to ensure that  every single customer feel more confident and comfortable than before, safe in the knowledge that their lingerie will last them for years. Check out the full Juste Moi range here for more lingerie inspiration!