Primadonna

PRO­DUC­TIONLO­CA­TIONS

• Belgium
• Tunisia
• China
• Thailand

WORKING CONDITIONS & LIVING WAGES

PrimaDonna designs and carries out quality controls in Belgium, but some production takes place in its own workshops in Tunisia and at specialised sub-suppliers in Tunisia, Thailand and China. Each of these countries brings specific challenges. China, for instance, is known for large production capacities, but transparency around working conditions can sometimes be a concern. Tunisia offers craftsmanship and relatively short supply lines to Europe, but social protection for workers can vary from one workplace to another. Thailand has a well-developed textile sector, but there may be risks of exploitation of migrant workers.

To guarantee fair and safe working conditions, PrimaDonna works exclusively with socially responsible ateliers. Independent certifications such as WRAP (Worldwide Responsible Accredited Production) and SMETA (Sedex Members Ethical Trade Audit) confirm that high standards are maintained in terms of labour rights, safety and environmental management. Moreover, production sites undergo annual external audits to ensure strict compliance with these standards.

PrimaDonna maintains long-term partnerships with its suppliers. One example is its collaboration with Top Form in China and Thailand, where the brand plays an active role in strategic decision-making. This helps to maintain high ethical and sustainable standards. In addition, the brand owns its own atelier in Tunisia, where 700 employees – mostly women – work under fair and safe conditions. By investing in training and facilities, PrimaDonna contributes to better working conditions and a future-proof textile industry.

Although lingerie production is largely machine-made, the stitching process requires craftsmanship and precision. That is why PrimaDonna works with specialised sewing workshops, where artisanal techniques are central. In addition, the brand supports various social initiatives that help women worldwide to fulfil their potential.

As part of its social mission, PrimaDonna is actively committed to women’s empowerment. For example, the brand works with Plan International to improve the position of young women in Rwanda and supports local tailoring schools with materials. In addition, lingerie and swimwear are donated to organisations helping women in need. The brand also funds research into oncological care and develops specialised bras for irradiated women.

In terms of inclusivity, PrimaDonna is taking clear steps. 90% of staff are women, and the management team is 62.5% female. The brand is also committed to poverty reduction and family support in Belgium, including through financial support to local initiatives such as De Katrol and SamenBergenOp.

MATERIALS

• Polyester
• Polyamide
• Elastane
• Metal
• Cotton
• Viscose
• Moussecups

Traditional polyamide and polyester are derived from petroleum, but more environmentally friendly alternatives are said to be on the way. Van de Velde, to which PrimaDonna belongs, is currently exploring two more sustainable options:

• Recycled yarns – made from production residue streams, reducing waste and demand for new raw materials.
• Bio-based yarns – produced from renewable biocomponents such as starch, reducing the need for fossil fuels.

Both materials would carry the GRS (Global Recycled Standard) label, guaranteeing an ecologically responsible production process. A step in the right direction!

PACKAGING

The company tries to reduce and reuse their operational packaging materials as much as possible. For instance, all lingerie is delivered in FSC-certified cardboard boxes. Furthermore, the company has started eliminating all single-use plastic for packaging the final product.

̌The plastic packaging of certain products such as the Color Studio slip line has already been replaced by recycled cardboard.

WATERCONSUMPTION & CHEMICALS

All fabrics and materials at PrimaDonna have the following labels:

• Standard 100 from OEKO-TEX 
• REACH

CIRCULAR PRODUCT DESIGN 

Although PrimaDonna does not use recycled fabrics to produce lingerie, it actively seeks circular solutions for cutting waste and residues. Thanks to smart cutting robots, fabric waste is minimised, and the remaining residues are not thrown away, but are given a second life.

For instance, they are made into make-up bags, mouth masks or acoustic panels. Fabric scraps are also sold or used in upcycling projects, such as limited edition collections and corporate gifts. A great example is the collaboration with Ared, a Spanish organisation that helps reintegrate women into the labour market by letting them work on upcycled products.

These initiatives keep PrimaDonna’s cutting waste to a minimum and extend the life of high-quality fabrics. This does mean that some upcycled items are made of mixed materials, which can make recycling difficult at the end of their lifespan. 

Most of PrimaDonna’s products consist exclusively of synthetic materials that are difficult or impossible to recycle.

CIRCULAR BUSINESS MODEL

PrimaDonna does not have circular business models such as rental, resale or a repair service. Given the nature of its products, this is more difficult anyway.

DISTANCE & COMPLEXITY OF SUPPLY CHAIN

• Production locations: Belgium, Tunisia, China and Thailand
• Raw material suppliers: European suppliers mainly from Belgium, France, Italy, Switzerland and Spain. Also some from Asia
• Head office: Belgium
• Sales: Belgium, the Netherlands, Luxembourg, Germany, Austria, France, Spain, Italy, Portugal, Greece, Great Britain, Ireland, Estonia, Latvia, Lithuania, Finland, Slovenia, Slovakia and the United States.

72% of the material for production comes from Europe. The proximity of European raw material suppliers provides advantages for the supply chain, specifically for transport to the central cutting hall in Belgium. The other 28% of materials comes from Asia.

TRANS­PORT 

• Transport in the supply chain: within the EU, all transport is done via trucks. For deliveries from Tunisia, the company uses ships. Everything coming from Asia comes in via air transport.
• Transport in e‑commerce: orders are possible at home or work via Bpost, where further delivery preferences can be entered.

The company uses no animal materials.

PRO­DUCT­DE­SIGN

PrimaDonna is all about perfect fit and ultimate comfort for women with larger cup sizes. The collections offer lingerie and swimwear from cup B to M, so that every woman finds the right support – in a set that looks great and feels great.

Their collection includes firm underwire bras, soft bralettes, luxurious bodies and supportive bikini sets. Each design undergoes an 18-month process of research, fit optimisation and quality control. With up to 93 different sizes and bras consisting of 45 components, they guarantee lingerie that really fits like a glove. 

SLOW FAS­HI­ON PROCESS

By using smart inventory management strategies and advanced forecasting models, PrimaDonna produces only what is needed and avoids overproduction. What does remain after a season is not destroyed, but donated in a targeted way as much as possible.

In addition, the company works with modular technical components, such as braces, foam cups and finishing straps, which are reused for seasons. This not only ensures consistency in quality and fit, but also reduces material waste. 

By combining timeless designs with smart production methods, PrimaDonna creates lingerie that lasts longer and has less impact on the environment.

The company also participates in clearance and stock sales.

TRANSPARENCY AT THE PRODUCT LEVEL

A short material list can be found on the PrimaDonna product pages. Further information can be found on the highlighted sustainability pages

TRANSPARENCY AT THE PROCESS LEVEL

PrimaDonna tries to give a holistic view of their production processes. On their website, for instance, they share information about who might have worked on your product. Most of the information can be found at Van de Velde itself, where a sustainability report is also available.