Did You Know? PRIMA CLASSE By Alverio Martini
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PRIMA CLASSE is an Italian fashion brand that became famous for its signature travel-inspired collections, particularly its map-themed designs. Established by Alviero Martini in the 1980s,
Prima Classe is part of the Alviero Martini brand and is known for its unique blend of classic and contemporary styles, using world maps as a central motif.
Alviero Martini the brand's founder, was inspired by his passion for travel. While working on set designs, he came across an old map in a bookshop in Moscow and was struck by the idea of incorporating maps into fashion.
- In 1987 he founded the Prima Classe line, launching it with a collection of bags and accessories featuring world maps printed on canvas. The "Geo Map" pattern became an instant success and would become the brand's defining feature.
Key Elements of Prima Classe
- Geo Map Collection: The signature print of Prima Classe showcases vintage-style world maps, emphasizing a travel-centric aesthetic. This map motif is applied to a wide range of products, including handbags, luggage, clothing, shoes, and small leather goods.
- Italian Craftsmanship: Like many luxury Italian brands, Prima Classe emphasizes high-quality craftsmanship and materials. Products are often made from fine leather and canvas, blending functionality with elegance.
- Travel Theme: The brand's core identity revolves around the concept of exploration and discovery. This is reflected not only in the map prints but also in the overall design of the collections, which evoke a sense of adventure and luxury.
Expansion and Development
- In the 1990s and early 2000s, Prima Classe expanded into a full range of fashion and accessories, including apparel, watches, footwear, and eyewear, all bearing the iconic map print.
- The brand became particularly popular in Italy and gained international recognition, appealing to fashion enthusiasts who appreciate unique, themed designs.
Alviero Martini’s Departure
- In the mid-2000s, Alviero Martini left the company after selling his shares in the business. However, the Prima Classe line continued to thrive under new leadership, maintaining the travel-inspired aesthetic that made it famous.
Modern Era
- Today, Prima Classe remains known for its “distinctive map motif” and is recognized globally as a luxury brand with a strong focus on travel and adventure.
- The brand has continued to evolve, introducing new collections that reflect contemporary trends while maintaining its signature look.
Conclusion
Prima Classe stands out for its creative use of vintage maps in fashion, celebrating the spirit of travel. While it may not be as universally recognized as some other Italian luxury brands, its unique identity and high-quality craftsmanship have given it a dedicated following worldwide.