Get $25 off ‘life-changing’ Swedish lingerie brand famous for revolutionarily comfortable undies

If you’ve ever invested in a bra or knickers only to get home and find they ride up, dig in or just all-round hurt, you’re not alone.

But perhaps you’re in need of knowledge about one Swedish brand, Understatement .

Created in Sweden in 2017 by Marie Stolt and Maria Lager to disrupt traditional, restrictive underwear markets, the now-cult brand focuses on wire-free designs, eliminating stiff padding, rigid underwires, and scratchy tags by using soft labels.

Not only this, but Understatement promotes un-retouched imagery featuring diverse, real models with no airbrushing or censorship, utilising eco-friendly fabrics like recycled mesh and soft stretch lace.

Now, in honour of the brand joining Melbourne-founded lingerette Primary Lingerette, all Understatement sets will be $25 off at Primary from 17 September to 1 October 2026.

Understatement has built its name on a simple premise: lingerie should start from what the body needs, not from underwire, stiff padding, or a single idea of what “support” looks like.

Understatement’s wire-free bralettes, briefs and thongs have built up a cult following since they launched, and now shoppers can get their hands on them for less at Primary.

Cut from airy mesh, soft stretch lace and microfibre, with flat seams throughout, the pieces are underwear you’ll actually want to wear (and even sleep in).

But it is the label’s approach to sizing that has set it apart in a category still largely built around a single silhouette.

Understatement bralette style is built across two parallel size runs that share the same band measurement: Regular sizing (XS–XXL, A–C cups), with softer construction and no reinforcement, and Support sizing (XS+–XXL+, C–F cups), with fabric reinforcement, wider straps and extra cup depth.

A customer with a fuller cup can take the Regular size they already know, move one letter down, and choose the Support fit — landing on a more structured, better-supported bra at the same actual band size.

The result? The support of underwire with the comfort of going without — a rarity that has earned Understatement its cult following.

Speaking about the move into Primary Lingerette , the Melbourne founder Samantha Harrison said: “I wanted a brand in our range that catered specifically for ladies with D+ cup sizes who want wirefree comfort without asking to compromise on quality or design.

“Understatement does this better than anyone else I’ve seen around the world and the sizing system is the part I most want Australian women to discover.”