Love and Swans Restocked

The wait is over. Hand made, hand embroidered, exclusive to Primary.

SHOP LOVE AND SWANSSHOP ALL
Free shipping for orders over $160 | Discreet packaging available
Free return shipping on size exchanges
10% off any Brief with any Bra or Bralette | 25% off 2 Briefs with any Bra or Bralette
Free shipping for orders over $160 | Discreet packaging available | Free return shipping on exchanges

Bras

Bralettes

Accessories and Solutions

Shapewear

Bodysuits

Bottoms

Bestsellers

Bare Underwire Longline Bra
$150
Black Powder Merlot
Bare Underwire Strapless Bra
$150
Black Powder
Bare Brief
$80
Powder Black Merlot
Nano Underwire Bra
$150
Bronze Black
Nano Thong
$65
Bronze Black
Nano Soft Cup Plunge Bralette
$140
Bronze Black
Nano Brief
$70
Bronze Black
Bella Soft Triangle Bralette
$140
Ivory Midnight Merlot
Bella High Waist Brief
$120
Ivory Midnight Merlot
Low Back Bodysuit Short
$140
Beige
Low Back Mid Waist Thong
$60
Beige
Ultra Plunge Bra
$80
Beige
Low Back Mid Waist Brief
$60
Beige
Low Back Mid Waist Short
$75
Beige
Low Back Bodysuit Thong
$125
Beige
Bonnie Midline Bralette
$95
Purple
Bonnie Thong
$45
Purple
Bonnie High Waist Brief
$50
Purple
Bonnie Garter Belt
$60
Purple
Meteor Big Bang Bralette
$180
Cosmic Blue
  • Bella Soft Triangle Bralette
    $140
    Ivory Midnight Merlot
  • Bella High Waist Brief
    $120
    Ivory Midnight Merlot
  • Bare Underwire Longline Bra
    $150
    Black Powder Merlot
  • Bare Thong
    $65
    Powder Black Merlot
  • Bare Soft Plunge Bralette
    $140
    Black Powder Merlot
  • Bare Brief
    $80
    Powder Black Merlot

    • Bare and Bella

    Bare and Bella, are now available in merlot, just in time for the cooler weather.

    For a limited time only.

  • Bonnie Triangle Bralette
    $85
    Purple
  • Bonnie Thong
    $45
    Purple
  • Bonnie Cup Bra
    $110
    Purple
  • Bonnie Garter Belt
    $60
    Purple
  • Bonnie High Waist Brief
    $50
    Purple

    • Nette Rose

    All sunshine and flowers, direct from Cape Town to you.

  • Glam Bra
    $75
    Beige
  • Low Back Mid Waist Short
    $75
    Beige
  • Low Back Mid Waist Brief
    $60
    Beige
  • Low Back Mid Waist Thong
    $60
    Beige
  • Seamless U-Style Bra
    $60
    Beige
  • Silicone Pull-Ups
    $45
    Beige

    • Bye Bra Shapewear

    Clever. Comfortable. Exclusive to Primary.

    As featured in

    The Else Marie Bodysuit | Ecru, Black and Matcha #primarylingerette #Elselingerie #lingerie
    Breath
    The Love and Swans L’Amour Bralette | Everyday elevated #primarylingerette #loveandswans
    The Nette Rose Buttercup Set | Choose your own adventure #primarylingerette #netterose #bralette #garterbelt #buttercup #wirefree #bra
    The Else Bella Set | Always on high rotation
    The Nette Rose Buttercup Set | All sunshine #primarylingerette #netterose #bralette #garterbelt #buttercup #wirefree #bra
    Flow
    The Love and Swans L’Amour Bralette | Double layer mesh | Unbelievable shape | Wirefree #primarylingerette #loveandswans #lingerieasouterwear #bralette
    The Else Marie Underwire Bra | Ecru and Black #primarylingerette #Elselingerie #lingerie
    The Nette Rose Buttercup Set #primarylingerette #netterose #bralette #garterbelt #buttercup #wirefree #bra
    The Else Marie Plunge Bralette | Cutout perfection #primarylingerette #Elselingerie #lingerie
    The Love and Swans Japan Chapter I Bralette #primarylingerette #loveandswans #lingerieasouterwear
    The Nette Rose Bernie Set | Pick your set #primarylingerette #netterose #bralette #garterbelt #bernie #wirefree
    Just because
    The Huit Deco Dots Set #primarylingerette #Huit #huit8
    The Love and Swans Gems and Jewels Bodysuit #primarylingerette #loveandswans #bodysuit #lingerieasouterwear #lingeriebodysuit
    The Nette Rose Bernie Set | Empowerment #primarylingerette #netterose #bralette #garterbelt #bernie
    Right now
    The Else Marie Set | Choose your own style
    Weekend goals

    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