1 / 9
< || >
06/10/2016
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.

lonelylabel.com

Leave a comment

Related

A gift for yourself this Christmas.
Girls Club team up with Ichi Knee
Because men want delicate lace lingerie in their lives too.
Luxe intimates and natural stone jewels.
The all round go-getter cuts ties with the lingerie giant.
More lacy inspiration for Valentine’s Day.
New lingerie label PALINDROME is pure luxury.
SJ Lingerie is saving Valentines Day.
SJ Lingerie latest collections are dreamy, fierce and sexy!
Get set to swoon ladies, as we show you SJ Lingerie.
Friends and ex-models Paloma Jonas and Whit­ney Brown are proudly fly­ing the flag for all the small busted women out there