Introducing ‘PRIMARY, a lingerette designed to bring pleasure to undergarment shopping with a curated selection of international brands.
Bras, underwear, and lingerie are no longer just about aesthetics or pleasing others; today, it's all about how a woman feels in her undergarments. Primary, created by women for women, embodies this shift, focusing on empowerment and confidence. The brand offers contemporary, sustainably led lingerie designed for the modern, multi-faceted woman of all ages.
Primary encourages women to choose undergarments that are both comfortable and visually captivating, allowing their true confidence to shine through.
The collection at Primary highlights some of the most exquisite and thoughtfully curated brands in the industry. Else, renowned for its ethically crafted pieces from an Istanbul atelier, seamlessly blends 'cool' luxury with livability, offering lingerie that feels as good as it looks. From the sunny shores of Cape Town, Nette Rose brings bold florals and intricate lacework to life, infusing each piece with a touch of whimsy and sophistication. Love and Swans, with its masterful embroidery and embellishments of beads and gems, crafts eternal, archetypal stories that resonate deeply.
Each brand within Primary's selection is designed to make every woman feel effortlessly chic and profoundly confident, ensuring there's something special for everyone.
Shopping for undergarments can be difficult, and it’s important that women have pieces in theirunderwear drawer that are effortlessly stylish, comfortable, and timeless. - founder SamanthaHarrison
For 2024, customers can experience Primary through their website, with the added benefit of a complimentary personalised virtual fitting service for those who want to ‘try before they buy.’ This year promises to be monumental for Primary, with more international brands joining the brand and plans underway for a bricks-and-mortar store in Melbourne’s South-Eastern suburbs, set to open in 2025.
Discover more at www.primarystore.com.au.
As the holiday lights twinkle, Casper Magazine invites you to sparkle with a twist. Your impeccable taste and loyalty have been the pièce de résistance in our journey of showcasing the crème de la crème of conscious living and avant-garde design.
This season, why settle for the same old carols and clichés? Let’s waltz into a world where sustainability meets style, and innovation dances with daring. Our curated selection of stories and brands is the perfect accessory to your discerning palette.
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So, pop the champagne and raise a toast to a holiday season filled with more than just good cheer. Here’s to a new year of turning heads and challenging norms, together.
The Casper Magazine Team ❤️
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