Bobbie

EN POINTE FOR SUMMER DAYS

Shop BobbieShop all

Underwear as Outerwear

Trending now

Shop the editShop all
EXCLUSIVE SHAPEWEAR AND SOLUTIONS

Primary presents Bye Bra

Shop Bye BraShop 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

Our Bra Collection

Else
Nano Underwire Bra
$150.00
Bronze Black
Else
Bare Underwire Longline Bra
$150.00
Black Powder Merlot
Huit
Eclatante Underwire Bra
$140.00
Violet
Else
Bare Underwire Strapless Bra
$150.00
Black Powder
Else
Marie Soft Plunge V Wire Bra
$215.00
Black Ecru Matcha
Else
Marie Underwire Bra
$180.00
Black Ecru
Huit
Deco Dots Balconette Bra
$180.00
Black
Huit
Grand Jeu Strapless Bra
$120.00
Beige
Nette Rose
Bobbie Cup Bra
$120.00
Pink
Nette Rose
Bernie Cup Bra
$110.00
Black
Huit
Garconne Underwire Bra
$130.00
Black Blush
Huit
Forever Skin Underwire Plunge Bra
$130.00
Blush Navy
Nette Rose
Jamie Half Cup Bra
$85.00
Red
Nette Rose
Buttercup Cup Bra
$110.00
Buttercup
Nette Rose
Bonnie Cup Bra
$110.00
Purple
Bras

The Nette Rose Collection

View all
Bonnie Midline Bralette
$95.00
Purple
Bobbie Bamboo Thong
$50.00
Green
Bonnie Soft Triangle Bralette
$85.00
Purple
Buttercup 90s Brief
$50.00
Buttercup
Jamie Soft Triangle Bralette
$75.00
Red
Bonnie High Waist Brief
$50.00
Purple
Bonnie Garter Belt
$60.00
Purple
Bobbie Cup Bra
$120.00
Pink
Bernie High Waist Brief
$50.00
Black
Bernie Soft Triangle Bralette
$85.00
Black
Bernie Cup Bra
$110.00
Black
Bonnie String Thong
$50.00
Purple
Bonnie Triangle Bralette
$85.00
Purple
Buttercup Garter Belt
$60.00
Buttercup
Bernie Garter Belt
$60.00
Sold out
Black
Buttercup Thong
$45.00
Buttercup
Buttercup String Thong
$50.00
Buttercup
Jamie Half Cup Bra
$85.00
Red
Jamie Frill Brief
$45.00
Red
Jamie High Leg Brief
$50.00
Red

Nette Rose

Exclusive Shapewear from Bye Bra

Bye Bra
Sculpting Bodysuit Deep V
$160.00
Beige
Bye Bra
Gala Bra
$60.00
Beige Black
Bye Bra
Breast Lift Tape and Satin Nipple Covers
$40.00
Beige
Bye Bra
Padded Short
$75.00
Beige Black
Bye Bra
Adhesive Thong
$20.00
Beige Black
Bye Bra
Seamless U-Style Bra
$60.00
Beige
Bye Bra
Invisible Bra
$50.00
Beige Black
Bye Bra
Glam Bra
$75.00
Beige
Bye Bra
Breast Tape Roll and Satin Nipple Covers
$40.00
Beige
Bye Bra
Body Tape (5cm x 5m)
$28.00
Beige Black
Bye Bra
Body Tape (10cm x 5m)
$38.00
Beige
Bye Bra
Body Tape (6.5cm x 5m)
$35.00
Beige Brown
Bye Bra
Silicone Pull-Ups
$42.00
Beige
Bye Bra
Silicone Rabbit Cups
$45.00
Beige
Bye Bra
Sculpting Lifts
$75.00
Beige
Bye Bra
Silicon Cups
$45.00
Beige
Bye Bra
Invisible High Waist Thong
$40.00
Beige
Bye Bra
Invisible High Waist Brief
$40.00
Beige
Bye Bra
Invisible Short
$45.00
Beige Black
Bye Bra
Invisible Singlet Dress
$70.00
Beige Black
Shapewear

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 Bras
Shop Bralettes
Shop Briefs & Thongs
Shop Bodysuits
Shop Shapewear and Accessories

As featured in

1. Launching Primary 2. Welcome five new brands into our store including three exclusive to Primary in Australia 3. Feedback from our customers 🫶🏻 4. The Primary Suite 5. Starting to educate our community on what a well fitting bra can do for you 6. That time @melly_singer wore Primary to MFW 7. Making @bazaaraustralia’s list of lingerie brands to know now Bring on 2025!
Gift cards for last minute gifts. Available online and delivered instantly. #giftcards #christmasgift #lastminutegift #primarylingerette #primary
It was Christmas morning, and Sophie tore through the wrapping paper like a tornado. Among the pile of socks, candles, and dubious scented lotions, she found it: a beautiful, embellished bralette. It shimmered in the light like a magical eclipse. “Is this... a bralette?” she asked, holding it up to the sky for dramatic effect, her voice a mix of confusion and awe. Her auntie, the cool one, standing nearby, smiled proudly. “Yes! It’s for your comfort and confidence!” Sophie looked at the sparkling thing, holding it up to her chest. “Comfort? This looks like it’s made of dreams.” Still, she slipped it on, and instantly, something clicked. She felt… amazing. Like she could conquer the world—or at least, Christmas lunch. Her posture improved. Her confidence soared. She stood a little taller, admired her reflection in the window, and even attempted a strut across the living room.
Please be sure to get your orders in before the 20/12 for gift/outfit arrival before Christmas. We wouldn't want anyone to miss out. #primarylingerette #lingeriestore #lingerieboutique #lingerette #primarylingerie #femalebusinessowner #Australianlingerie #FindYourFit #undergarments #primarylingerette #australianretail #boutiquefashion #boutiquelingerie #lingerie #bras #underwear #bodypositivity
Any good comebacks we missed? Let us know in the comments. Wittiest comeback wins a $100 voucher to Primary.
Gifts under $400 for a special someone. Link in bio. Free returns on exchange to make sure the perfect gift is the perfect fit 🙌 #primarylingerette #christmasgift #christmasgiftidea
The Nette Rose Bonnie set - a thoughtful gift for a loved one. Different configurations for tops and bottoms according to your size and comfort are available with a garter belt for something a little extra. Also available in the Buttercup and Bernie colourways. #primarylingerette #netterose #bonnie
Gifts under $100 for your loved ones. Link in bio. Don't forget, free returns on exchange to make sure the gift is the perfect fit 🙌 #primarylingerette #christmasgift #christmasgiftidea
Bra or bralette - what is a bra and what is a bralette? Some bras don’t have underwire - does that make it a bralette? Some bralettes are full cups - does that make it a bra? Are you confused? You shouldn’t be. Here is our handy guide and the way we classify them at Primary. Essentially: - Bras come in “Complex Sizes” that means a number and a letter, eg 10C, 14DD. - Bralettes com in “Simple Sizes” that’s XS to XL and beyond. Does that makes sense to you? Let us know if the comments or be in touch. #Primarylingerette #bra #bralette #netterose #lingerie
You know, not everything in your wardrobe needs to be beautiful, sometimes something simply functional can make you feel polished and ready for the day. Our slip dresses are brilliant under summer dresses or tops and skirts. Your solution for coverage from see-through outfits. #primarylingerette
For today or tonight. For a special day or any day. For you or for them. You deserve better. You deserve more #primarylingerette
Receive a $40 voucher - subscribe to our mailing list, link in bio. As the holiday season kicks off, we’ve been thinking a lot about Black Friday and what it means for our small, growing brand. You’ve probably noticed the massive sales and promotions flooding your inbox and social feeds this time of year, and while it might be tempting to join in, Primary is taking a different approach. We’re incredibly grateful for your support, especially as a small brand navigating this big retail season. While we won’t be slashing prices this Black Friday, we do want to show our appreciation in a way that aligns with our values. If you sign up before November 29th, we’ll send you a $40 voucher to use over the year ahead. It’s our way of saying thank you and encouraging you to shop with intention when the time is right for you. With gratitude, Samantha
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