ANTEPRIMA celebrates HELLO KITTY with a Pop-Up at Rinascente Store in Milan.

ANTEPRIMA opens a pop-up store at Rinascente Store in Milan dedicated to its iconic WIREBAG, presenting a capsule collection in collaboration with Hello Kitty.

The initiative marks a new chapter in the brand's retail strategy and strengthens its bond with Milan, the city where ANTEPRIMA made its debut in 1998.

The launch took place on May 7 with two special events: in the afternoon, Hello Kitty—who came specially from Japan—together with founder and creative director Izumi Ogino, met fans in Piazza Duomo.

Then at 6:00 PM, she was present at the dedicated corner in Rinascente for the inauguration event.

The collection includes mini bags, tote bags, and exclusive accessories that blend Hello Kitty’s kawaii aesthetic with the distinctive craftsmanship of the WIREBAG, known for its handwoven construction using a hi-tech thread that gives each creation its lightness and shine.

Since 1998, the WIREBAG has been a success story thanks to the combination of technological innovation and artisanal skill.

Made with carefully selected materials and available in a wide range of colors, it perfectly embodies the brand’s positioning in the contemporary luxury segment.

The opening of the pop-up at Rinascente in Milan marks a key step in ANTEPRIMA’s retail expansion plan.

Following its collaboration with 10 Corso Como, the brand is further strengthening its presence in the Lombard capital.

Having experienced steady growth in recent years, ANTEPRIMA aims to consolidate its market position through a selective distribution strategy.

According to its development plans, the Maison intends to further expand its commercial network through targeted partnerships with prestigious international retailers.