By
Lily Sullivan

LONELY LINGERIE


New Zealand-based designer Helene Morris is approaching the lingerie market with a fresh perspective. Her line Lonely stands out as an intimates brand made for women as a testament to themselves and their own sexuality.

Lonely is an extension of Lonely Hearts, a clothing line Morris started in 2002. Lingerie was added to Lonely in 2009. “We had always included a couple of pieces of lingerie in our range, and have just developed it from there,” Morris explains. “Especially coming from a clothing line, we were not inspired by the lingerie industry in any way, so we can do this our way. And our customers love it.”

“It’s now the fastest growing part of our business,” head of sales Keya Matthews cuts in.

The Lonely Girl is the driving force behind their inspiration for their collections. Morris also notes lace fabrics and vintage designs that motivate her brand. Designed not for the pleasure of men, but instead for the wearer, designs are delicate yet empowering. Initially bras were designed as soft cups structured solely by the intricate lace and ribbon accents, and only in recent collections has underwire been added to expand the client base. Bottoms range from boy shorts to high-rise briefs, accentuating the female form.

Since its beginnings, Lonely has built its brand around real women, featuring friends and customers in their Lonely Girls Project wearing Lonely their way. “There are no limitations on who we can and can’t shoot,” says Matthews.

This idea lives on in the Fall 2015 collection, Sophia, out this month, which was shot by Petra Collins, Zara Mirkin, and Mayan Toledano in the Middle East featuring local women against a desert backdrop. The stunning imagery is intimate yet natural, showcasing the pieces in a warm, sun-drenched light. Collins captures the spirit of Lonely in her breathtaking pictures, which were styled on location with Mirkin and Toledano.

For more information, please visit LonelyLabel.com.

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By
Lily Sullivan
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