Sisters Sylvie Jemali and Medi Selmani learned their skills and craftsmanship from their mother, making their brand Pranvera truly a family affair.
“As co-creative directors, we bring our shared vision of timeless, artisanal luxury to life,” the sisters explain. Medi has a degree and experience in Fashion Design, and Sylvie has Marketing and Business degrees that complement her sister’s skills, creating a “solid foundation for the Pranvera brand”.
Medi and Sylvie describe themselves as both fashion designers and makers: “While we design each piece with a strong creative vision, we are also deeply involved in the craftsmanship and production process, ensuring every garment reflects the highest standards of quality and artistry.”
SISTERS ARE DOING IT FOR THEMSELVES
The sisters have been working towards the launch of their brand Pranvera in 2024, for most of their lives. They say that: “Growing up, we were immersed in the art of craftsmanship, learning from our mother, which shaped our approach to fashion.”
“Our background is deeply rooted in artisanal techniques, tailoring, and luxury craftsmanship. From a young age, we made our clothes under the guidance of our mother who had a keen eye for fashion,” say Medi and Sylvie.
“This motivated my choice of a career in Fashion Design and saw me developing expert skills whilst working for brands such as Prue Acton and Linda Britton in the 80’s and 90’s,” Medi explains.
“I pursued a career in marketing outside of fashion, [but] my fascination for high end fashion and my preference for luxurious natural fibres has always been a passion. I am fascinated by the way garments can be transformed into works of art,” says Sylvie.
Pranvera was born when the two sisters came together with the complementary skills and a desire to “create exquisite, timeless pieces that celebrate femininity and craftsmanship, using the finest Italian fabrics and Australian artisanal expertise”.
“Pranvera is a family-led brand with a deep heritage in craftsmanship,” they explain.
The brand’s name means ‘spring’ in Albanian, and symbolises “renewal, elegance, and the blossoming of beauty”. “It reflects our heritage, as well as our philosophy of creating timeless pieces that transcend seasons,” the sisters explain.
“We launched Pranvera with the Empress collection, a tribute to the power and grace of the modern woman. Our debut was an intimate show where select clients and industry insiders experienced the craftsmanship and luxury of our designs firsthand.
“Since then, we have focused on private viewings, curated selections, and exclusive trunk show collaborations to introduce Pranvera to the world.
“A highlight was our debut show in NYC during Fashion Week where the collection wowed influencers, media and buyers, culminating in a now-model Lea Heliopolis wearing the crystal embellished crop top and skirt ensemble to the Le Quan Smith fashion show.”
INSPIRED BY TIMELESS ELEGANCE
The sisters say that they are inspired by the “timeless elegance of designers like Valentino, Chanel and Dior, as well as the craftsmanship of heritage European ateliers such as Ermanno Scervino and Oscar De La Renta”.
“Our vision is also influenced by strong, stylish women throughout history who embody sophistication and grace and a belief in slow fashion centred on natural fibres.”
According to Medi and Sylvie, Pranvera is about “quiet luxury — exquisite craftsmanship, timeless silhouettes, and uncompromising quality”.
“We design for women who appreciate artistry, heritage, and exclusivity in fashion. Our garments are created to be cherished, passed down, and never to be dictated by fleeting trends. Garments that can be repurposed to extend their longevity.
“Our preference for natural fibres is core to Pranvera and reflects our commitment to reducing the burden of synthetic fibres on our planet.
“Our designs balance structured tailoring with soft, flowing enhanced embellishment elements, creating a look that is both powerful and romantic. Every detail, from the selection of fabrics to the hand-finished touches, is considered to exude understated luxury.”
Sylvie and Medi are also strongly focused on being as sustainable as possible in the production of their brand. Their commercial model — focused on “high-touch, personalised experiences, rather than mass production” — also supports this.
“Sustainability is integral to Pranvera. We exclusively use natural fibres sourced from Italy, avoiding synthetic fabrics to minimise environmental impact. We are committed to reducing the use of synthetic fibres by focusing on natural fibres in all elements of producing Pranvera garments.
“Our pieces are meticulously crafted in Australia by skilled artisans, ensuring ethical production and a reduced carbon footprint.
“We believe in slow fashion — creating investment pieces that stand the test of time rather than fast-cycle trends.”
THE FUTURE IS BRIGHT
Medi and Sylvie say that they want Pranvera to grow into a “globally recognised name in luxury fashion, while maintaining its exclusivity and commitment to craftsmanship”.
“Our focus is on direct-to-client experiences, including trunk shows, private fittings, and curated pop-ups. We also aim to expand into international luxury markets, such as Palm Beach, where there is strong demand for timeless, elegant fashion.”
For more information about Pranvera, go to www.pranvera.com.au and follow the brand at @pranvera_australia.
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