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.

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...

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.

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.