'80s Edge

Girly, edgy and whimsical, Primp is a hip new contemporary line with a distinctly ’80s look and a unique, feminine flair.

Designers Emily Kersman and Wells Butler, Midwesterners who met in Los Angeles, launched Primp in 2003 after attending the Fashion Institute of Design & Merchandising. The line got its first big break at Henri Bendel’s annual “Open See” at The Standard Downtown L.A. hotel in 2003 and is now carried in top Los Angeles boutiques.

The line of brightly colored ’80s-inspired tops, skirts, dresses and sweats has a relaxed look and comfortable, flattering silhouettes. Pieces are sexy, yet understated and mix and match to go from day to night. Rayon/Lycra ruched camisoles, tunics, wrap tops, ponchos, miniskirts and dresses and cotton-fleece cropped sweat shirts, hoodies and sweat pants sport kitschy, whimsical details, including gold-metallic leather stars and moons, silver sequins and braided fabric. The look is youthful, but Fall and Holiday deliveries also offer a sophisticated edge in silk taffeta skirts and ruffled-hem dresses with silver sequins, Lurex tweed skirts and jackets with silver or gold leather trims, and velvet strapless tops and dresses trimmed in gold leather.

Los Angeles–area boutiques Dari, Brunette, Lisa Kline, Fred Segal Trend, Yellow, Blonde and Beige have picked up the line. It is also carried at Musette stores in Las Vegas, Splash in St. Louis, and Della Moda in Highland Park, Ill.

Wholesale prices run $30 to $135 for tops, $135 to $150 for jackets, $35 to $75 for bottoms, $70 to $88 for skirts, $60 for ponchos, and $80 to $150 for dresses.

For sales information, call the S.A.M. Showroom in suite 407 of The New Mart in Los Angeles at (213) 489-5265.

N. Jayne Seward