Best-selling Aussie underwear brand just launched a limited edition colour and shoppers are obsessed
The new Midnight shade, a rich, inky navy tone, is available in the brand's four most-loved silhouettes: the viral Strapless Bra, The Everyday Bra, The Bikini and The G-String. Designed to be flattering, functional and unbelievably soft, these are everyday essentials you'll want to wear on repeat.
And they look as good as they feel. Sydney model Jess Purchase stars in the campaign, shot on a classic Paddington terrace by filmmaker and photographer Phoebe Wolfe, embodying that effortless Aussie-girl cool.
If you've ever searched for comfortable underwear that actually looks good, chances are you've come across First Thing.
The homegrown label has made a name for itself by delivering next-level comfort, thanks to the cloud-soft modal fabric and thoughtfully constructed cuts that work with your body, not against it.
Each piece in the range offers something slightly different, depending on your vibe.
The Everyday Bra ($59) is a non-padded underwire style with butter-soft fabric, perfect under tees or tanks. It's sleek and supportive without the bulk.
The Strapless Bra ($59) has developed a bit of a cult following for its ability to stay put (seriously) without sacrificing comfort. With a barely-there underwire and smooth recycled fabric, it's the rare strapless bra that doesn't feel like a punishment.
Prefer a matching set? First Thing's modal bottoms are a no-brainer.
Both the Bikini and G-String styles ($25 each) feature the brand's signature V-shaped waistband that adapts to your shape and won't dig in. Breathable, flattering and totally fuss-free.
And in Midnight? They feel even more luxe.
The deep navy shade is timeless and pairs perfectly with neutral tones, black, grey or denim. It's also great under winter layers for those who want a more refined take on everyday basics, no neon straps peeking out here.
Early reviews say the fit is as flawless as ever and the new hue is even better in person.
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