PrimaDonna was founded in 1865 as H Gutterman & Co and specialised in high quality corsets for the well to do women of the age. The company moved with the changing trends in female under garments and evolved into lingerie specialists producing exquisite pieces to flatter natural curves but with the looks to suit contemporary tastes. By using the latest innovations in textiles and design the PrimaDonna collection has become renowned worldwide for flattering, supportive and ultra-comfortable lingerie with styling that is right on trend.

The ever-popular Madison range flatters your figure and provides exceptional fit and support through clever structuring, the highest quality fabrics and classic yet contemporary styling. Madison is a luxury must have addition to your lingerie drawer.

Three-section full cup underwired bra with a unique fit and extra deep cups. Finished at the front with elastic lace that hugs your curves; the check pattern on the lower cups gives you a fresh youthful look. The sturdy cups lift the breasts, which are also centred by the side section. The higher side section covers more of your breast and gives more support. The cups are also deeper, which ensures better uplift for largest breasts, shaping them to create a smooth, round look. The wire bra with elegant detailing, enhances and streamlines your silhouette and the underwires in the bra in every PrimaDonna range is flexible but strong under a patented soft 3-layer wrapping.

The strong lining in the band of this bra gives extra support to the weight of the breast and thus relieves the shoulders, neck and cervical spine of carrying this weight. Frivolous checks and lace are a simply irresistible mix. This range has been a bestseller from PrimaDonna for several years now, due to its perfect fit. The elastic lace nicely follows the shape of the breast, even in an I cup.

As well as the full cup bra which runs to an I cup the collection also includes a deep plunge balconnet bra, a molded cup heart shaped bra and a seamless non padded bra together with a range of briefs and a gorgeous body all in the continuity colours of White, Natural, Caffe Latte, Black and Scarlet as well as seasonal tones.

At & SHE KNOWS… Bawtry in Doncaster the Madison collection from PrimaDonna is a firm favourite with customers who just love the fabulous fit and beautiful fusion of modern checked fabric with elasticated lace. It is usually stocked in the seasonal colour due to its ever-increasing popularity!