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

    Beneath the threads, a secret gleams, A whisper stitched in mesh dreams. Lace or silk, bold curves defined, Confidence crafted, soul aligned. Not just adornment, but a spark, A quiet fire that lights the dark. For when you wear what feels just right, You glow with inner, fearless light. The Love and Swans Eclipse Bralette. Just restocked. Makes everyday shine from the inside. #bralette #embellishedbra #primarylingerette
    No time to hand wash? We get it. It’s a privilege. But when life’s full and fast, machine washing your bras works fine, if you do it gently. At Primary, we recommend: 1. Hook the back together 2 Place in a small washing bag 3. Gentle detergent only 4. Cold, delicate cycle 5. Air dry by draping over a hanger or laying flat (never the dryer!) Because even when you’re short on time, your bras still deserve a little love. 🫶 #primarylingerette #bracare #lingerie #bralette
    And, finally, a shout out to some of the businesses, suppliers, helpers who have made this year possible. 1. @jac__and IYKYK 2. @hungryworkshop for all the care, consideration, love and beautiful products 3. @malone.co.studio for a little leg up 4. @naomicreative.au for some 👌🏼 content 5. And the one and only @alexandrarutman - she literally woke up like this. #primarylingerette #oneyearofmore #melbournemakers #melbournecreatives
    In 12 months, Primary has grown in ways we could have only dreamed of. Here’s what we’ve accomplished in our very first year: 1. Launched our business at the Primary Suite, a takeover of the Lyall hotel complete with full fitting service 2. We were included in @bazaaraustralia as a Lingerie brand you need to know 3. Watched @lucymneville get her boogie on in the Love and Swans Meteor Bralette after introducing @love_and_swans to Australia 4. Launched with three brands and introduced two more. We introduced @byebra to Australian and they have been a bestseller ever since 5. Had a yap on the @malone.co.studio @truth.on.a.pedestal podcast 6. Packing your orders, more orders and even more orders for you to love and enjoy 7. Welcomed @huit8_official to the Primary family 8. Prioritised comfort, care, and conscious choice in everything we do Every step forward has been powered by you - our community. Thank you for believing in us, for showing up, and for choosing Primary. To celebrate, we’re sharing a little something with you: Enjoy $25 off any purchase over $100 with code ONEYEAROFMORE And this is only the beginning. The next chapter is already taking shape—and we can’t wait to share it with you. #oneyearofmore #primarylingerette
    We’re officially one year old. One year of more: more choice, more focus, more comfort, more care. What a journey it’s been - filled with growth, challenges, and countless moments that have shaped who we are today. As we celebrate this milestone, we want to extend our deepest gratitude to everyone who’s been part of this story. To our supporters, our followers and the community that continues to uplift us - thank you. Your encouragement, belief, and presence have meant more than words can express. This is just the beginning. The road ahead is full of possibility, and we’re so excited for what’s to come. Here’s to the next chapter, stronger, bolder and more inspired than ever. 📸 @jacinta__moore (thank you) #primarylingerette #oneyearofmore 📸 https://www.instagram.com/jacinta__moore/ Thank you
    Tough choice. Mornings can be tough, but the right bra makes all the difference. The right bra = comfort, support and confidence to take on the day. Choose right. #primarylingerette #lingerieaustralia #bralette #bra #lingerie
    And finally, in Matcha, the Else Marie seen on @melly_singer styled under a ball gown. #really? #yesindeed Available for a limited time only.
    A bodysuit is the perfect layer for trans-seasonal dressing. Wear the Marie Bodysuit under a sheer top, a blazer with jeans or as an all-in-one, seamless undergarment layer under a top and pants. Much better than a singlet layer riding up incessantly during the day 😊 #primarylingerette #elselingerie #lingerieaustralia
    Who’s wearing this tonight?🙋🏻‍♀️ The Else Marie Bodysuit looking gorgeous under a sheer top on @alexandra.e.style. Available in black, ecru and matcha for a limited time only. #primarylingerette #lingerieaustralia
    Designed by Bye Bra, the low-back mid-rise shapewear is silky smooth, ultra-comfortable and seriously clever. ✔️ Available in briefs, thongs, and shorts ✔️ Boning on the sides for a perfect mid-rise fit ✔️ Silicone strips to keep everything in place ✔️ Light tummy control for a seamless look And they’re finally back in stock! #primarylingerette #shapewear #lowbackshapewear
    Liv drummed her fingers against the desk, eyes locked on the golden sunlight spilling through the office window. Outside, the city basked in late summer warmth—vibrant green trees, sun-drenched footpaths, the occasional shimmer of heat off passing cars. But inside the agency, the cool hum of air conditioning and the glow of her screen reminded her that deadlines didn’t care about the seasons. She was supposed to be designing a campaign for autumn fashion. Rich browns, burnt oranges, cozy jumpers. But how could she think about woolens when the sky was still so blue? Liv sighed and clicked her pen. She didn’t want summer to end. Not yet. She lived for long evenings that stretched lazily into the night, for rooftop drinks with friends under string lights, for the feeling of sand still clinging to her skin after an impromptu weekend beach trip. Summer was possibility—spontaneous, carefree. Autumn, with its structure and expectation, pressed in too quickly. Her boss’s voice snapped her back. “Liv, how’s the mood board coming?” She minimised the weather tab she’d been absentmindedly scrolling through and forced a smile. “Almost there.” Almost. But not quite. On her lunch break, she slipped out of the office and into the sun-drenched street, letting the warmth sink into her skin. She wandered past cafés filled with people clinging to the last warm days, their sunglasses still on even as the shadows stretched longer. She passed a small stand selling sunflowers, their yellow faces turned toward the light. She wanted to freeze this moment.
    With the weather cooling down, it’s the perfect time to invest in bodysuits—your ultimate all-in-one undergarment solution. ✔ Adds a warm layer under your outfit ✔ Provides great support ✔ No visible lines under your clothes ✔ Stays perfectly in place—no ride-ups! Who else loves a good bodysuit? 🙋‍♀️ #bodysuit #autumnwardrobe
    Don’t wear the wrong size bra, it’s really bad for you. You deserve better. Book in a fitting or ask for help. Link in bio. #primarylingerette #braeducation #brafitter
    International Women's Day isn’t just about celebrating the extraordinary; it’s about recognising the ordinary women who shape our daily lives. The ones who work alongside us, live across the street, take our orders at the bakery, make our coffee, paint the mural, administer our remedies, and drive the tram that gets us to work, picks up our kids, or takes us to a laugh with a best friend. Jenna Hipgrave is one such woman. She’s the brains, heart and courage behind Hungry Workshop, where she prints bespoke letterpress pieces alongside her husband. On weekends, she bakes cookies with her kids. This is Jenna’s story — just one of many women balancing it all, striving to do their best every single day. Today, we celebrate her and the countless other women who make life richer and more meaningful in the most everyday, yet extraordinary ways. #iwd2025
    Your new t-shirt bra, Forever Skin by Huit. Pure class. #primarylingerette #tshirtbra #huit
    Weekend✌️
    Strapless bra but make it a vibe.
    You deserve better; you deserve more. At Primary, we’re here to assist you in navigating bra selection and fit, providing comfort and support through exclusive pieces from beautiful brands. Why is bra shopping so difficult? Each bra is unique, and every brand offers different styles, cuts, and international sizing conventions. Just because you wear a 12D in one bra doesn’t mean that you’ll wear a 12D in another style. #theprimaryway At Primary, we take a different approach. Our professional fitters are dedicated to helping you find the perfect piece in a caring, non-judgmental environment. 1. We offer exclusive products from international brands that are well-fitting, impeccably crafted and have beauty at their core. 2. We prioritise the perfect fit with detailed size guides and descriptions. If you need further assistance, you can book a call or reach out for guidance. 3. Our generous return policy and free shipping on size exchanges ensure you can shop with confidence. Primary is a lingerie destination for all women. Our carefully curated pieces are designed to enhance everyday life and celebrate special occasions with elegance. We provide a comfortable and refined space that welcomes and values our clientele. That’s The Primary Way. #primarylingerette #brafittingaustralia
    Wake up and smell the coffee. Japan Chapter II Bralette by Love and Swans. Exclusive to Primary in Australia.
    Free express shipping, @mylbdo gift with purchase. Make this Valentine’s Day your best yet. Link to The Valentine’s Edit in bio. #expressshipping✈️ #expressshipping #primarylingerette #valentines #valentinesday

    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

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    Free return shipping on exchanges