PrimaDonna Sale

If you've been waiting for the right moment, this is it. Our PrimaDonna sale brings together a carefully edited selection of bras and briefs from one of the world's most respected luxury lingerie brands — all at reduced prices, and all chosen with the same care we apply to everything we stock at Plums.

PrimaDonna has built its reputation on one thing above everything else: fit. Their bras are engineered for women who need genuine support without compromise, with a size range that goes where most brands simply won't follow. If you already know PrimaDonna, you'll know exactly what we mean. That feeling when a bra fits properly — all day, without you thinking about it — is what keeps women returning to the brand year after year.

The pieces in our sale are seasonal styles making way for new collections, which means you're shopping the same quality, the same craftsmanship, and the same exceptional fit you'd expect at full price. Nothing appears here because it's lacking — it's simply a change of season.

Once a size is gone from our sale, that's it — these are end-of-line styles that we won't be reordering, so if something catches your eye it's worth acting on sooner rather than later. If you want advice on choosing the right size check out 5 Tips To Find The Perfect Fitting Bra.