Most lingerie brands don’t get to show off their wares in a world-renowned art museum. But then most lingerie brands don’t have 150 years of history (and history-making) to put on display.
PrimaDonna, the large-cup bra brand that began in 1865 as a small German corset company, will put its storied history on show this month with an exhibition in the Bozar Centre for Fine Arts in Brussels.
The exhibition titled “La Mémoire de L’Intime” opens on Thursday and runs until June 28 at the famed museum.
The show (which is partly sponsored by the brand) will highlight PrimaDonna‘s legacy of craftsmanship and its commitment to “the centuries-old beauty ideal … embodied by the Venus de Milo.”
And few global lingerie brands are more deserving of such a showcase than PrimaDonna, which helped define the fuller-bust market in the 1970s and brought a new sense of fashionable style to the category after it was acquired by Belgian lingerie company Van de Velde in 1990.
Since its move to Belgium, PrimaDonna has continued to expand its offerings, including bras in H cups in 1997, in I cups in 2009 and J cups in 2013. It added a colorful sister label PrimaDonna Twist in 2010, a shapewear line in 2011 and a swim line last year.
Today it ships more than 2.5 million items a year around the world, and sells one of its popular wire Deauville bras (above, in winter grey from the new AW2015 collection) every two minutes.
The Bozar exhibition will include video testimonials from longtime fans of the brand. Meanwhile, PrimaDonna is marking its birthday with a number of events and in-store promotions, as well as a Facebook contest to win a year’s worth of PD lingerie.