Anteprima

Established in 1993 in Milan, Italy, Anteprima was founded by Izumi Ogino. Conceived in Milan by Japanese designer Izumi Ogino in 1993, Anteprima represents a refined blend of Japanese sensibility and Italian manufacturing excellence. The label joined the Milan Fashion Week calendar within five years, positioning itself as a modern, internationally minded wardrobe built on minimalism and an easy sense of sophistication. Ogino’s background across Tokyo, Hong Kong, and Milan is a primary driver of the brand’s borderless point of view.

The brand is best known for its 'Wirebag', launched in 1998, which became an international design icon for its use of hand-knitted PVC wire. The brand has remained visible within the fashion calendar and related retail networks. Its development has been shaped by recurring codes in cut, material or proportion. Across its core categories, the label has developed a recognisable identity rather than a broad, undifferentiated offer. That combination of origin, product focus and later development defines the brand’s current position.

Polished wearability and textural depth serve as the foundation of the creative language, where the focus remains on essential shapes and tonal hues. This is most clearly expressed in the use of high-tech wires and metallic yarns, hand-knitted to create light-reflecting surfaces that bridge the gap between industrial material and delicate craft. The aesthetic is one of quiet sophistication, where the beauty of the garment is found in its tactile quality rather than in overt ornament.

Silhouettes are typically fluid and feminine, favouring clean lines and a palette of neutral, harmonious tones. There is a recurring emphasis on layering and the use of sheer fabrics to create depth and movement within a minimalist framework. Design decisions often revolve around the contrast between soft, organic shapes and the structured surfaces of the brand’s signature accessories. By prioritising the sensory experience of the wearer, the house creates clothing that feels modern yet rooted in a commitment to Italian quality.