HIRA

Une Escapade Dans le Désert

In the golden hush of the American desert, where ancient boulders stand as silent witnesses to the passage of time, Primavera unveils its latest campaign:Le Soupir du Désert. A tableau of movement and stillness, modernity and memory, the campaign speaks to a spirit both untamed and deeply rooted in the brand’s own story.

Coming Soon Virtual Runway

How do I attend the Virtual Runway?

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How do I attend the Virtual Runway?

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Private Sale

RSVP to the Private Spring/Summer Sale event at the Elizabeth Street boutique.

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Subheading A Story of Unparalleled Craftsmanship

Founder Mai Jacquard grew up in the Cévennes, traditionally known for its silk mills, before moving to Paris to study at the École des Beaux-Arts. There, her fascination with texture, form, and color blossomed and she went on to found Primavera in 2009. Today, Mai Jacquard’s collections are celebrated for their ability to tell stories woven, stitched, and sculpted — earning her a place among the most innovative voices in contemporary fashion.

Sevices

  • Complimentary Gifting Wrapping

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  • Complimentary Gifting Wrapping

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  • Complimentary Gifting Wrapping

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  • Free Shipping & Returns

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  • Free Shipping & Returns

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  • Free Shipping & Returns

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