News
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.
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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...
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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...
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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.
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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.
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