Primadonna AW26 - Bodywear making you feel unstoppable

Primadonna turns up the fashion attitude for AW26. Bringing together bold styling, sophisticated design and its signature expertise in fit, the new collection reflects the way women are wearing bodywear today: as part of their look, not simply underneath it. Alongside a wide range of new fashion-led styles, AW26 also brings fresh takes on iconic Primadonna styles like Madison and Deauville. A collection where fashion moves forward without leaving what works behind. ​

Fashion first

Lingerie is no longer confined to what sits underneath the look. Bodies under tailoring, lingerie-inspired layers and statement bodywear are part of the styling itself. For AW26, Primadonna brings this fashion attitude to the forefront with a collection that goes from full-on fashion looks to sexy styles and easy everyday sets. Delicate lace, expressive embroidery and sleek, smooth lingerie sit alongside bold colours, original details, clean black and refined neutrals. The result is lingerie with power, originality and character, designed to make women feel unstoppable.

160+ years of knowing what women want

Primadonna has been crafting bodywear with intention since 1865. More than 160 years of expertise have shaped a deep knowledge of women’s bodies, fit and lingerie, refined through listening, observing and constantly evolving. It is an expertise that has become second nature to Primadonna, built through generations and carried into every new collection.

No trade-offs. Ever

When lingerie becomes part of the look, there is no room for compromise. That is where Primadonna’s expertise makes the difference. Every style combines fashion-led design with comfort, support and a fit engineered for the female form. Creating a Primadonna bra takes around 18 months, from first design to finished product. Each style is tested on a panel of 65 women and refined across 93 bra sizes until the fit is just right. Every stitch, seam and piece of lace has a purpose.

Carole Lambert, Head of Design at Primadonna

We know that women want both: lingerie that looks amazing and lingerie that makes them feel completely secure. Our role is to bring those two worlds together, with the expertise to make both possible.

Women don’t wear us, they swear by us

Primadonna's expertise doesn't need much explaining, it shows. In the fit. In the feel. In the collections women return to, season after season. Women don't just wear Primadonna. They swear by it. That loyalty shows up in thousands of 5-star reviews. And nowhere more than in iconic series like Madison and Deauville: proven fits, timeless appeal, and a fashion attitude that keeps them enduring favourites. For AW26, both return in new shades.

Madison

Bestseller Madison combines checked fabric with elastic lace that follows the body beautifully. For AW26, its signature fit gets a fashion update in dark blue with a touch of glitter. Pure elegance with a trusted Primadonna fit. ​

Deauville

Deauville, Primadonna’s number-one series, arrives in sophisticated petrol blue, with subtle three-tone embroidery for a refined fashion finish. A new full-cup minimizer bra brings another expression of the iconic fit, with smooth, subtly glossy cups and Deauville’s signature embroidery at the straps.

Primadonna AW26 is a collection built on everything you already love about the brand: the feel, the fit, the fashion attitude and designed to make you feel unstoppable, every single day.