Welcome to Prima Dancewear – where passion for dance meets personal service and standout style.
We’re a small, family-run business based on the outskirts of London, built from a genuine love for dance and years of hands-on experience in the dance world. At Prima, we understand the dedication, discipline, and joy that dance brings.
Our mission is simple: to offer high-quality, affordable dancewear and costumes that make every dancer feel confident, comfortable, and seen. We know that the right outfit can inspire confidence, enhance performance, and make a dancer truly shine. That’s why we take care in curating pieces that are not only on trend but also timeless, flattering, and functional.
We believe in helping dancers of all ages and levels feel special – whether you're preparing for your very first class, competing at elite level, or teaching the next generation of talent. Our collection is carefully selected to include pieces that stand out at conventions, sparkle on stage, and support movement beautifully in rehearsals and everyday training.
Though we are proudly small, we ship worldwide and regularly support dancers and teachers across the globe. Whether you're in the UK, Europe, the US, or further afield – Prima Dancewear is here for you. We also work closely with dance teachers and studios to offer special orders, group discounts, and sourcing support for custom requests where possible.
At the heart of everything we do is our commitment to the wider dance community also. We’re proud to sponsor events, support competitions, and collaborate with dancers, teachers, and creatives. As a trusted name, our customers return time and again not just for our products, but for our friendly, personal service and attention to detail.
Stay up to date by following us on Instagram and Facebook, where we share all our latest drops, restock alerts, behind-the-scenes content, and exclusive opportunities to become a Prima model or brand ambassador.
In a world of big brands, we’re incredibly grateful for every single order, message, and share. Your support allows us to continue doing what we love – serving the dance community with passion, integrity, and a whole lot of sparkle.
Prima Dancewear: made for dancers, by dancers.
Because every dancer deserves to feel exceptional.
Prima Dancewear x