- Spring-Summer'26
- Ongoing Collection
- Autumn-Winter'26
About Primadonna
Viceroy Lingerie is the Australian agent for PrimaDonna – a Belgian premium lingerie brand designed for women with curves.
One of the oldest lingerie brands in the world, PrimaDonna has been celebrating women since 1865!
Sold in over 4000 stores worldwide, a winner of multiple product and service awards, the PrimaDonna brand is often referred to as “The queen of fit” and the name speaks for itself.
Providing the most comfortable and supportive fit, PrimaDonna offers women of all ages an exciting variety of styles in lingerie, swimwear and sportswear categories.
From classy and elegant designs of PrimaDonna to bold and playful styles of PrimaDonna Twist, the lingerie collections of the brand reflect the latest fashion trends while maintaining an uncompromising quality of each product.
Details
What We Love About Primadonna
After more than 150 years of constant refining and perfecting it comes as no surprise that PrimaDonna holds arguably the highest consumer loyalty score in the industry.
We love that PrimaDonna doesn’t assume compromise. You can have superb comfort, stylish look and flattering shape all in one bra!
Best Sellers
PrimaDonna has a large collection of ongoing bestsellers. Featured below are Salerno, Madison and Sophora
