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An Australian Boutique With Very Good Taste In Lingerie
Think colourful lace bralettes, breathable linen and matching sets that deserve a regular outing.
There’s something romantic about putting on a matching lingerie set, even if you’re the only person who’ll see it. But finding one that feels special, that sits right and doesn’t dig in, that’s a lot harder than it should be. Primary Lingerette makes the process much easier, though.
Founded by Samantha Harrison, the Melbourne boutique brings independent lingerie labels from around the world a little closer to home, with everyday favourites sitting alongside pieces you’d wear for a wedding or special event. There’s modern lace and sheer sets from LA label Else, colourful knickers and bralettes from Cape Town’s Nette Rose and breathable linen lingerie from TA-CT. It’s also the only shop in Australia to stock Understatement, a female-founded and completely female-run Swedish label known for their incredibly comfy yet sexy lingerie.
Beyond the beautifully curated range, though, there’s a focus on getting the fit right. Stock is held here in Australia, international sizing is converted to Australian sizes, and personal fittings are available over Zoom if you need them. Plus, there’s a handy try before you buy service too, which will let you order up to five styles for $0, try each one on at home, then send back the ones that don’t fit and only pay for the ones you keep. For anyone who’s ever tried to decipher an overseas size chart, the extra hand holding is oh-so appreciated. The brand also says every image on its site is unretouched, giving you a better sense of how the pieces actually look.
That thoughtful approach extends to its November offer. Rather than pushing Black Friday markdowns, Primary is offering $40 off sitewide for orders over $200, no exclusions. Harrison says the decision reflects the realities of working with small labels.
“Every piece we stock is made by a small team who care about how it fits and how long it lasts. If we cut prices in half every November, we would be asking them to carry the cost. That is not something I am willing to do,” says Harrison. “Our offer is a thank-you to our customers that is fair to everyone involved.”
A little help towards the set you’ve had your eye on, with time to work out which one you actually want without feeling pressured to buy something just because it’s on sale.
Shop our favourite pieces from Primary Lingerette below.
Nette Rose Apple Brief
Nette Rose Apple Triangle Bralette
Understatement Lace Triangle Bralette
Understatement Lace Hipster Brief
Nette Rose Rosie Thong
Nette Rose Rosie Triangle Bralette
Else Bella Underwire Bra
Else Bella High Waist Brief
Nette Rose Bobbie Thong
Nette Rose Bobbie Cup Bralette
TA-CT Etna Bralette
TA-CT Cinto High Brief
If you’re looking for more top drawer inspiration, continue on to our pick of Australia’s best lingerie then explore these beautiful sleepwear labels.
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