The Philosophy Embodied in Anteprima's Wirebags: Timelessly Loved

As ANTEPRIMA celebrates its 32nd anniversary, the brand continues to be led by Japanese Creative Director Izumi Ogino, who creates this ladies’ brand from Italy.

Among its collection, the "Wirebag," which debuted in 1998, is still a favorite—especially among younger generations—and continues to be a symbol of the brand. We spoke to a designer at ANTEPRIMA Japan Ltd. to uncover the appeal and the reason why it’s so timelessly adored.

A Distinctly Refined Design that’s Making Headlines

The history of Anteprima begins in 1993. Focusing mainly on apparel and knitwear, it built its own unique world as a total fashion brand. The Wirebag, which has become the brand’s signature item, was first introduced in 1998.

"Originally, since we operated a knitwear factory in Hong Kong, knitwear was our forte. I heard that the Wirebag was born when Ogino was visiting material shops in Italy and came across a wire glasses strap. She thought, 'Wouldn’t it be cute to knit that wire into a bag?'—that’s how it all started."

Born from a chance encounter, the Wirebag emerged as a brand-new concept in handbags. Carefully knitted, each Wirebag sparkles with an elegance that leather or fabric just can’t emulate. Its novelty and sophistication instantly made it a truly one-of-a-kind presence in the fashion world at the time.

At first, "there were concerns that it might not sell", but, once launched at department stores, it exceeded expectations with an overwhelming response. The newness of the material, combined with its feminine and glamorous design, quickly captured the hearts of women.

In the 2000s, “CanCam” and other fashion magazines featured the bags, and as models showcased them among their personal items, they exploded in popularity. Women gravitating toward "adult-cute" or "elegant casual" styles all lined up for a bag, with long lines forming outside stores.

The Mini Bag Trend Drives Renewed Popularity

Nearly 30 years since its debut, the Wirebag’s popularity has seen a resurgence in recent years. Behind this is its compatibility with today’s lifestyle.

"With more people using smartphones and the spread of cashless payment, fewer people bring their wallets when going out. As people carry less, the demand for mini bags has soared", the company’s designer observes.

This shift helped spark a Wirebag revival.

"Around 2020, purchasers in their 20s and 30s made up less than 10% of the market, but now they make up about 60%. The popularity of mini bags overlapped with the time Anteprima Japan began ramping up PR, which created a synergistic effect, leading to its renewed popularity among younger generations.

Previously, our bags were often called 'wedding bags' and used mainly for special occasions. Nowadays, however, everyday use is on the rise. I believe Wirebags now perfectly align with the times as an item that adds an extra touch of elegance to simple and basic outfits."

Additionally, the brand has kept evolving based on feedback both from inside and outside the company, such as "I want to use it overseas, but bags without zippers make me worry about security", or "A lighter chain would be better". They've addressed these by adding zippers and switching to lightweight aluminum chains. This attentive approach to customer voices is also a key reason the bags remain beloved so long.

Chasing "Simple Craftsmanship"

Anteprima has continued to develop a variety of designs and colors over the years, underpinned by a philosophy that persists within the brand.

"Our concept revolves around making things that are simple, delicate, and expressive or interesting. The design and production methods have changed little since the brand’s founding; we always aim for longevity over fleeting trends.

Even the patterns and the number of threads used are kept extremely simple. For example, the 'Standard/Square Medium' and 'Twist' variants use the same pattern, with only the position of the seam changed. By offsetting the seam on one side for 'Twist,' we create a design with a different expression."

"Regarding the threads, we basically use only three. For the 'Standard/Square' bag, it’s one for each handle and one for the body. On the other hand, the 'Secchio Stiloso' uses one thread for the front body, one for the back, and one for the bottom."

"By changing the position where the seams meet, as well as where we attach the zipper, we can create a variety of versions, even with a simple construction. For new designs, such as when mixing different materials, our designers actually knit prototypes themselves as they come up with ideas."

This unwavering philosophy is truly the secret behind the timeless beauty that is immune to fleeting trends.

The Distinctive Sparkle Exists Thanks to Craftsmanship

Anteprima's Wirebags stand out uniquely not just because of their materials or design. Skilled artisans carefully craft every step by hand, and each bag carries the warmth of handiwork.

"If you knit the wire cord in a uniform pattern, the way the light catches tends to become monotonous. By intentionally knitting irregularly, we create a more beautiful, sparkling effect. However, if you simply knit irregularly, the width of the bag won't align properly and the result will be uneven—so mastery is absolutely essential.

Among the many Wirebag out there, we believe that this unique shimmer and beautiful weave that changes depending on the angle is something only Anteprima can achieve."

Furthermore, the knitting techniques have been gradually refined since the brand's debut, including innovations to help the bag maintain its shape even when holding contents. It’s this dedication to craftsmanship, obsessing over every detail while always striving for improvement, that supports the quality of Anteprima's Wirebags.

Continuing as a Beloved Brand

When asked about the brand’s future, the answer was: "We want to keep taking on new challenges."

"We’re constantly developing new wire cord materials, and now offer over 600 color variations.

We're also exploring the use of wire made from recycled clothing fibers. While durability issues mean we can't mass-produce them yet, these experimental bags are starting to appear in fashion shows.

In Japan, Anteprima is strongly associated with bags, but in Hong Kong, it’s the clothing line that leaves the strongest impression. We hope to strengthen our apparel in Japan as well and share the Anteprima worldview with an even broader audience. Our wish is to remain a brand cherished for generations to come."

Wirebags continue to shine as icons of Anteprima's worldview, destined to keep dazzling us. With every new chapter in their evolution, they promise surprises and delight anew.