News

Introducing Nette Rose: Cape Town's Joyful Lace, Now at Primary

Nette Rose is the boldest, most joyful label in our range — handmade in Cape Town, and now held locally in Australia across Harley, Oslo, Apple, Primrose, Argentina and the Freya Bodysuit.

On Our Mid-Year Sale, and Why We Rarely Have One

Primary rarely discounts. When we do, it is by design — past-season pieces ordered too generously, Else Nano before its update, and Maison Close reduced for the first time.

Wire-Free Bras: What to Look For Beyond Comfort

The conversation around wire-free bras tends to begin and end with comfort. Comfort matters — but it is not the whole story. A wire-free bra that fits well achieves support through construction, no...

How to Shop for a Bra When the Brand Is International

Most women have learned through experience that their bra size is not a fixed number. It moves depending on the brand. This is more pronounced when the brand is international — and it is worth unde...

What to Wear Under a Backless Dress: From Adhesive to Convertible

A backless dress has more solutions than it once did. The right approach depends on how open the back is, what the dress requires, and how much time you have to prepare. Here is how to think throug...

Bralette vs Bra: A Considered Guide to Choosing

There are no rules. Wear what makes you comfortable, what makes you feel like yourself. What is useful is understanding what each garment is designed to do — and from there, the choosing is yours.

Our first shoot

Primary held its first ever in-house shoot. No retouching. Limited makeup. Natural hair. An eye to fashion. Here is how it came together — and a thank you to everyone who made it.

Why every review you leave with Primary supports ovarian cancer research

For every product review left with Primary, we donate two dollars to the Hudson Institute of Medical Research, directed toward ovarian cancer research.

The Hot Weather Solutions Kit — Nipple Covers, Anti-Chafe Shorts, Body Tape, and More

Silicone nipple covers for the pool, anti-chafe shorts for long walks, body tape for breezy dresses, and dress tape for same-day hemming. The vacation solutions kit from Primary Lingerette.

What to Pack in Your Lingerie Bag for Europe

Wire-free bras for long-haul travel, bralettes worn as tops, and adhesive solutions for the dresses that defeated every other bra. The Primary European summer edit.