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Does the world really need another fashion blog? Hell yeah! Prima Darling believes that we are all works in progress and that evolving our own personal style is as important as regular dental check ups. Our style icons are Jackie in her O period and Endora from Bewitched. If you’re old enough to get that reference this may be the blog for you because the quest for your best self never ends it only gets more interesting and expensive!

Jolain Muller creator of Prima Darling has designed for some of the greats including Calvin Klein, Oscar de la Renta and most recently Carolina Herrera. She’s been in fashion long enough to remember when people faxed and had her own namesake collection in the 90’s. Jolain lives in Manhattan with her two daughters and beloved dog Coco (Chanel)

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