Founded by Italian designer Manuela Di Prima, Maison Di Prima is a luxury label focused on “high couture” ready-to-wear and fine jewelry. Born with the idea of harmoniously finding balance between a modernist and a classic aesthetics, couture and contemporary design. Expression of a worldly way of living striving for freedom and pursuing the future while cherishing old world classic traditions, it visually translates into a mix of unstructured and structured, eccentric and timeless pieces. Culturally influenced by the roots of the Turin born designer, Maison Di Prima reflects the northern Italian city heritage, the Savoyard taste, the French influences, the renaissance and baroque historical aesthetics but also the modernist and progressive culture that made of Turin one of the most forward thinking, progressive and radical cities of the 20th century in the history of design, home to Carlo Mollino and Ettore Sottsass. Manuela’s life in America also influenced her way of conceiving design, by contributing to soften her true passion for haute couture and translate it into luxury ready-to-wear or “high couture”. All the collections and fine jewelry are conceived and designed in New York and crafted in Italy by historical Italian manufacturers and jewelers. Carried by retailers such as Barneys New York, Harvey Nichols, Moda Operandi is now mainly operating direct-to-consumer while in the process of exploring avant-garde commerce media, involving film, art and technology.