News

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.

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...