News

Nude Bras - What the Word Actually Means, and What This Collection Is Really For

A note on the word nude. It has never described one colour. Nude is a shorthand — the bra that disappears under white linen, under a sheer blouse, under the shirt you reach for every morning withou...

Why We Introduced Try Primary At Home

Buying lingerie online can be difficult. Even when you know your usual bra size, fit can change from brand to brand. A bra that feels perfect in one label may fit completely differently in another....

A Guide to Finding Beautiful Lingerie in Melbourne

Melbourne has always had a strong point of view when it comes to fashion. It tends to favour pieces that are well made, understated and considered — and that same approach is increasingly reflected...

Affordable Luxury Lingerie: What It Actually Means

The phrase “affordable luxury lingerie” gets used often, but it is not always clear what it really refers to. For some, it suggests price. For others, it points to aesthetics — lace, silk, detail. ...

Introducing Nany Blouses: Why We Chose Pyjamas and Why Nany

There is a natural extension from lingerie into sleepwear. If lingerie is what you wear through the day, then what you sleep in becomes just as important — often worn for longer, and in the moments...

The Art of Curating Lingerie: Why Primary Brings International Brands to Australia

There is a noticeable shift happening in lingerie. Across the world, designers are moving away from overly structured, trend-driven pieces and focusing instead on fabric, fit and wearability. The r...

The Best Australian Stores to Buy Lingerie in 2026

There is a lot happening in lingerie right now. We know — we have travelled widely and spent years exploring what designers across the world are creating. Today’s lingerie landscape is incredibly d...

Every Woman's Story Matters | Ela Onur, Founder of Else Lingerie

This International Women’s Day, we’re celebrating women who build, create and shape the world around them in thoughtful ways. Ela Onur is the founder and creative director of Else — a lingerie bran...

Major Moment: The Cappellazzo Grand Showcase at the Melbourne Fashion Festival

Last week, we had the pleasure of being part of the Cappellazzo Grand Showcase at the PayPal Melbourne Fashion Festival,  a celebration of 30 years of Melbourne design and craftsmanship. A thoughtf...

A Quiet Note In Between The Noise

Somehow, here we are again - November. The month when inboxes overflow, and the pace of the season begins to press in long before Black Friday even arrives. At Primary, we’ve been reflecting on wha...