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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)

Contact Jolain >

  • Such a good line up of looks. Not easy to separate the wheat from the chaff. The Valentino opener is just the last word on style with a capital S !!!!!

    • admin

      Thank you darling!!! Much more to come!

  • Lynn Love

    Prima Darling, indeed! Already a fan of the incomparable style of Jolain Muller, I relish the daily serving of chic! Brava! xo

    • Thank you Lynn so glad to have you as a regular! xx J

  • jane moffat

    i must just throw my hat in the ring and say i simply adore your insta and am so happy to have found your blog? we MAY have been separated at birth, tho – confession – i was always more samantha than endora. perhaps i’m too mainstream in that way. So in answer to your rhetorical question the world doesn’t ALWAYS need another fashion blog but it definitely needs yours. LOVE.

    • Prima Darling

      Hi Jane, Thanks so much for your comments. I’m not quite Endora yet but getting there! Hope you keep enjoying my blog and instagram and always welcome your comments. Jolain