Artists, models, and twin sisters Giulia and Camilla Venturini launched handbag label Medea in 2018 with the intention of creating the next ‘it’ bag. Self-proclaimed ‘provocateurs’, the duo settled upon a luxe leather rendition of the shopping bag, toying with the idea that it could be mistaken for its plastic protoype from afar. Minimalist and tongue-in-cheek, the Prima bag—Italian for first—merges a nostalgia for 90’s sophistication with fashion’s current predilection for irony. An instant hit, the bag quickly amassed a digital following, its bold structural silhouette punctuating the Instagram feeds of millennial tastemakers. Crafted from matte calfskin in Verona, Italy and stamped with a subtle foil logo, the Prima arrives in an assortment of bold colors and sizes, from the micro to the maxi. Combining straightforward design principles with an intuition for fashion’s ever-shifting zeitgeist, Medea asserts itself as a promising new voice within the luxury handbag market.