Words by

Tara Smith

Lonely has gone all personal in its latest swim campaign and we’re loving it.

Skipping out on the models this time, Lonely has used two of its very own staff members to showcase the new designs.

The stars of the campaign are Larina and Emma, the label's sales and marketing assistant, and artist respectively.

They’re photographed in their favourite swim spots around New Zealand, sharing personal stories from their childhood and making us feel all the feels.

Co-founder and head designer of Lonely, Helene Morris, told Catalogue, “we find that our customers really want to gain an insight into who we are and what we do.

“This is a great way to open up and encourage this type of conversation directly with our customers and invite them to share some of their own special spots with us.”

If you’re willing to reveal your secret spot, you can join in via #LonelySwim on Instagram.


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