Lonely unveils breathtaking new Swim campaign

Nature at its best.

Winter is coming and we need a distraction.

How about a picture series, featuring swimwear in the sunny South Island of New Zealand?

The breathtaking images come courtesy of Lonely, forming its latest swimwear campaign.

The label has kept the new collection simple but boy, it went all out with the location in this shoot. The untouched landscape of the South Island is reflective of Lonely’s own definition of beauty. That we, too, are at our most beautiful when we are our natural selves.

The campaign saw longtime Lonely collaborators, Zara Mirkin and Harry Were, photograph the label’s muses, Dreya Pariak, Georgia Pratt and Talea Tatupu.

Inspired by the idea of pure freedom, the minimal collection complements the colour of the landscape, with olive green, dusty pinks and jagged-patterned knits.


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