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Challenging stereotypes, one campaign at a time.

Words by

Amber De Luca -Tao

Lingerie is all about looking sexy and feeling yourself (shoutout to Queen Bey).

But for New Zealand-based label, Lonely, lingerie is so much more. The brand has just dropped its latest collection, furthering its empowering aim: to promote positive body image and freedom of expression. 

Lonely hopes to inspire a community of independent women who can collectively say they are proud to be themselves. To communicate this message, Lonely’s campaign showcases a series of intimate portraits from nine inspiring women. 

The collection was shot by New York-based photographer, June Canedo. Her aim was to capture the unique qualities of each woman, both physical and not.

Prior to this campaign, Lonely tapped baes, Lena Dunham and Jemima Kirke to star in the brand’s Lonely Girls Project. Its purpose was to show women wearing underwear in a way that we don’t see in mainstream advertising.

Pieces are crafted from custom prints and fabrics, combined with delicate, sheer and stretch lace with mesh panelling.

Prices range from $50-$100.


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