Free shipping over $160

10% off any brief with any bra or bralette

25% off two briefs with any bra or bralette

Free shipping on orders over $160

Underwear as Outerwear

Shop the editShop all

EXCLUSIVE SHAPEWEAR AND SOLUTIONS

Primary presents Bye Bra

Shop Bye Bra Shop all

Curated colours and fresh blacks

Spring Collection

Explore the collection Shop all

A LINGERETTE

UNDERGARMENTS
DAILY AND OCCASIONAL

Explore the Collection

Free Shipping Over $160

10% off any Brief with any Bra or Bralette

25% off 2 Briefs with any Bra or Bralette

Free Shipping on Orders Over $160

The Primary Way

Exclusive Products

Undergarments with intent from exclusive international designers

Your Perfect Fit

Find your fit before you buy, and check it's perfect once you receive it

Easy Returns

Free return shipping on exchanges

Shop Briefs & Thongs

Shop Shapewear and Accessories

As featured in

Why wear a bodysuit? Because it’s the perfect blend of elegance, confidence and versatility. An undergarment bodysuit like this example from Else is perfect for when you want a layer under your outfit without lines or that annoying singlet top riding up situation.

Whether layered under a blouse and pants for a sleek, polished look or a dress for some warmth, a bodysuit makes you feel effortlessly put together.

But also, it’s about more than just fashion—it’s about wearing something that makes you feel strong, beautiful, and unapologetically yourself.

#primarylingerette #bodysuit

You deserve better, you deserve more.

#primarylingerette

This year’s 2024 Gift Guide is all about effortless style, modern luxe and a little bit of edge. We’ve curated the ultimate selection of must-have items that blend chic sophistication with that effortlessly cool vibe. Think bold accessories, luxe essentials, and innovative finds that are sure to turn heads. Whether you’re spoiling your inner circle or treating yourself, these gifts will hit all the right notes—sleek, stylish, and 100% on-point for today’s vibe. The season’s best gifts? They’re just a click away.

Ladies - you deserve better. And it starts from the right bra and the right fit.

So many of us are wearing our bras incorrectly. We hear all the time how ‘bras are uncomfortable’ or ‘they dig into my shoulders’ or ‘I get bruising from the underwire’. THIS IS NOT OK.

This - quite literally - comes not from the bra, but from how the bra fits. And don’t get us wrong, it’s not so simple to find a bra that fits correctly, that offers the right shape, the right support and looks gorgeous.

Here are the five ways we check your bra fits to stop these types of problems. This is The Primary Way.

Book a virtual fitting now and let’s get comfortable and empowered from the inside out.

#primarylingerette #theprimaryway #brafitting

The Love and Swans Gems and Jewels Bodysuit is embroidered and hand beaded. It's an outfit in itself and a treat for yourself.

Perfect for party season.

#underwearasoutterwear #primarylingerette #bodysuit

At Primary, we believe you deserve more. More choice, focus, comfort and care. Our lingerette offers the space to build a closet of exceptional undergarments with intent. Exclusively sourced locally and abroad, our sharply curated range caters to all women, at differing stages of life, from daily wear to the most special of occassions.

We invite you to experience personalised service, designed to guide you to your perfect fit.

#primarylingerette

We’re so full of gratitude as we celebrate reaching 1,000 followers!

Thank you from the bottom of our hearts for being a part of this beautiful journey with us. Each of you is helping create a space where women can feel seen, supported, and empowered—starting with the simplest, but most meaningful pieces: thoughtfully curated undergarments that lift both body and spirit.

This milestone is just the beginning, and we’re so excited to continue growing alongside all of you. Here’s to more self-love, confidence, and the little acts of kindness we can show ourselves every day.

With love and gratitude,
Primary

#primarylingerette #femaleempowerment #femaleentrepreneur #Australianlingerie

Ella had always put others before herself—staying late at work, making sure friends were happy, but neglecting her own needs. One afternoon, after a stressful day, she wandered into a cozy boutique, where something caught her eye: a silky, soft, black bralette. It shimmered softly under the lights, and although she’d never splurged on lingerie before, she felt drawn to it.

She tried it on, and when she looked at herself in the mirror, something shifted. The fabric was so soft, so comfortable—it wasn’t just about how it looked; it was how it made her feel. For the first time in a long time, Ella realised she was worthy of taking care of herself, of feeling good, just for being her.

She bought the bralette, and the next day, she wore it under her clothes. As she went through her day, she felt different—more confident, more present. It was a quiet kind of empowerment, like a small act of self-love that reminded her she didn’t always have to put others first. Every time she brushed her fingers against the fabric, she was reminded of her own worth.

Ella started to make more space for herself—choosing clothes that made her feel good, saying no when she needed to, and stepping up at work. The bralette became her secret weapon, a reminder that softness could be powerful, that strength didn’t have to look a certain way. It wasn’t about perfection—it was about loving herself fully, flaws and all.

And so, every time she wore that silky bralette, she felt empowered by a simple, soft reminder that true strength comes from embracing who you are.

#primarylingerette #femaleempowerment #bralette

Part 3 of our mini-series.
Did you know the garter belts on these briefs are removable? How good would this set look under a shear dress for an outfit in party season coming up?

#primarylingerette #underwearasouterwear #lingerieaustralia

Part 2 of our underwear as outerwear mini-series.
Let us know in the comments where you might wear this.

#primarylingerette #netterose #underwearasouterwear #summeroutfitinspo

Trend Alert: Underwear as Outerwear

Part 1 of our mini-series showing how you can make this trend your own.

#primarylingerette #underwearasouterwear #bodysuits #summeroutfit

The Nette Rose Bobbie set. Made with love in Cape Town and perfect for your summer outfit plans.

#summeroutfitinspo #summerlingerie #bralette

For a sculpted silhouette with a low back, the Bye Bra thong bodysuit is your best friend.

Three different hook placement for the straps and two sets of straps for your needs. Clever.

#shapewear #springracing #partyseason #weddingdress

Tape for the shape you want. Have an outfit that will not work with a strapless bra? Try taping. We bet you might never go back.

#springracing #straplessbra #bodytape #weddingdress #partyseason

On high rotation.

The Kim bralette, part of our spring collection.

The new Eclatante bra, brief and thong, part of our spring collection. In store now.

#primarylingerette

Hi there, I'm Samantha @yousaysam, founder of Primary and self-proclaimed Chief Fitter. 👩🏼‍✈️ There are lots of new friends here so I thought I would tell you a little about me and why I know all women deserve exceptional undergarments, curated with intent and fitted with care.

After a trip overseas, I noticed there was a need in Australia for undergarment shopping that's a vibe - interesting products, a great fitting service, all comfort, enjoyment and totally empowering.

But I didn't start Primary right then, rather I went back to my engineering career where I have worked on some phenomenal infrastructure around Australia.

TBH, I was truly too scared at the time of failing, enough to not give it a go at all.

But after 10 years as an engineer, two children and a whole lot more life experience, my skin was a little thicker and I thought it might be time to give it a go 💪🏻

So now I am on a journey to transform undergarment shopping from a chore to a joy and I hope you will join me.

#femaleentrepreneur #primarylingerette

The new Huit Garconne in Black. Also in Blush. Part of our spring collection. Simple, modern, perfect fit.

#primarylingerette

One lucky customer 💚

#primarylingerette

Undergarments with intent

Primary is here to make you feel special, comfortable and empowered through undergarments with intent.

Subscribe for occasional interesting emails, special offers and 15% off your first purchase.

© 2024 Primary