The brand concept of ALLA PRIMA is derived from the Italian concept of doing impromptu expressive painting with minimum preparation. The ALLA PRIMA technique is only practiced by the most experienced masters mainly because it requires painters to start and finish in one highly concentrated session. In the same way, keeping up with the latest fashion trends also requires the same focus and precision as perfecting an ALLA PRIMA painting. We view each pair of shoes we created as a piece of art that brings out the very best out of women for all occasions. We believe quality should be a given, not a compromise. Our attention to product design and detail are the driving aesthetic force of ALLA PRIMA. We thrive to provide the best product available; and in order to do so, we collaborate only with the best within the footwear industry.
