A Luxury Lingerie Brand With a Difference
Feel Confident and Empowered
Lonely Lingerie, a New Zealand-based label founded by Helene Morris in 2009, is the must-have lingerie brand that everyone’s talking about. A brand with a difference, Lonely is inspired by real women with real bodies, and the lingerie is designed with two things in mind: comfort, and the woman wearing it.
“We don’t do padding,”
says Helene Morris.
“We don’t do push-up. For us, it’s a natural aesthetic. It’s still really supportive, but it’s supremely comfortable.”
And that’s what sets Lonely lingerie aside from other lingerie brands. While the designs are amazingly comfortable, the lingerie aesthetic is both stylish and distinctive. Part of the brand’s philosophy is to make women feel confident and empowered whenever they wear Lonely lingerie.
Real Women of all Shapes and Sizes
Beautifully created in a cool and clean palette of muted colours, each piece in the collection features something special — elegant French lace accents, longline bras or multi-band straps that cross over the chest and torso. The collection offers a range of styles including bras, knickers and bodies, as well as swimwear, silk pyjama sets, and dressing gowns. From 30A to 36E, the brand caters to real women of all shapes and sizes.
What’s really making waves in the industry is the stunning SS16 campaign. Breaking the tradition of stylised, airbrushed lingerie photography, the shots for Lonely’s campaign are unapologetically real and striking in essence.
Five girls – Zara Mirkin, Petra Collins, Mayan Toledano, Paloma Elsesser and Arvida Bystrom – were given one camera, some lingerie and sent on a three-day road trip. With no props, professional hair and make up, or lighting tricks, they created shots that celebrated their bodies in a positive, empowering way. Gone are glossy studio shots – this is more hastily made beds and sitting on patio furniture.
Wonderfully Positive Effect
“Some people almost think of that as an unnatural thing to see, when it’s the most natural thing – it’s actually our bodies!”
Lonely’s founder Helene Morris told Vogue.
“There’s so much photoshopping and air-brushing these days, it’s just so good to have imagery out there that is real.”
And that’s what we love about this brand – it’s just so real. Therefore both the lingerie collection and the accompanying campaign have a wonderfully positive effect.
“It’s about how lingerie makes you feel,”
says the founder.
“We hope to empower people with our design, and challenge the traditional stereotypes of lingerie.”