Pramma, a handbag line that veteran accessories designer Stefania Pramma introduced this summer, espouses a less-is-more approach to luxury, and is expanding its retail reach with a similar aesthetic in mind. The 12-piece, Italian-made collection puts the focus on structured, architectural shapes worked in rich, micrograin and rubberized leathers in muted tones of gray, navy and maroon.
Launching the line in partnership with Kenny Park of the handbag manufacturer Simone based in South Korea — where Pramma opened a store Monday — Italian-born, New York-based Pramma noted that she wanted to create a collection of “timeless” pieces. “It’s not about fashion, it’s not about trend,” said Pramma, who also consults for labels such as Vera Wang and Anne Klein, and has in the past designed accessories for Juicy Couture and Liz Claiborne.
That said, there is a whimsical element to the collection — some of the designs are embellished with small, hand-carved motifs of poodles, dachshunds or French bulldogs, inspired by Pramma’s own dog, a dachshund. Meanwhile, other designs are set with clusters of semiprecious stones, such as amethyst, tigereye, malachite, onyx and red jasper.
“I wanted to keep it clean, simple, linear — I wanted a collection that is soothing. But I also wanted a sense of humor,” Pramma said. “I didn’t want it to become too serious.”
Pramma also takes advice on the line from her twin sister, stylish, London-based art collector Valeria Napoleone, because “she’s my customer,” said the designer.
The collection launched in July exclusively at Browns in London, with prices starting at 2,200 pounds, or $3,400 for a cross-body bag. Monday, a Pramma store opened within the Dosan store, 15 Dosan-daero 45 gil, Gangnam-gu, in Seoul, with spare, architectural interiors designed by Julie Richoz.