Credited with developing the “modern woman,” Coco Chanel has been famously quoted for saying, “Luxury must be comfortable, otherwise it is not luxury.” Inspired by this idea and Coco Chanel’s legacy, Salma has chosen to focus her designs on elegance, comfort and versatility, and to position herself as the pioneer of timeless resort wear and chic sun protection fashion.  Salma carefully balances these elements to create simple wardrobe building blocks that transcend seasons and trends.  The result is the understated luxury of Prima Jiva’s high-end garments, made of fine fabrics with signature silk detailing and asymmetrical lines that contribute to the elegance and comfort for which Prima Jiva is so well recognized. Prima Jiva’s luxury resort wear is elegant and glamorous.