The Else Collection

Else is designed with an LA sensibility and made in Europe, founded by Ela Onur. It is the brand most people mean when they picture Primary's lace.

Structured, modern, and built for real support — the Bare and Bella collections are the range's two anchors. Bare is sheer and minimal, cut in a fine mesh built for definition without excess. Bella is soft and joyful, built around triangle and plunge shapes for everyday wear.

The construction runs deeper than the aesthetic. Underwire is set for support, not just shape. Bands are cut to actually hold. Closures are tested against a full day of wear, not a single fitting in a change room.

Else is stocked internationally, including Nordstrom, Selfridges and Bloomingdales. At Primary, it is sized in Australian measurements, with the same fitting guidance applied across the rest of the range.

Every Else piece — Bare, Bella, or otherwise — can be tried at home before you decide. Order what interests you, live with it for a few days, and return anything that does not feel right. No payment upfront.