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Brands we Love – Lonely Label

  • Ivona Josipovic
  • 30 August 2016

Every girl has a special relationship with underwear. It’s the most intimate piece of clothing that comes the closest to our skin and that we often have some kind of emotional connection with.

Underwear is not only for seduction and those special moments. It is also something that cheers us up on a bad day, that can be a sweet little secret that no one else knows hiding under your dress, and your day to day companion that’s meant to be cozy.

lonely label

When I look at the underwear advertising, I often wonder if they are selling those bras and panties to men or women. The images are often over-sexualised and they sell the idea for girls to want to be like the model in the ad and for guys to phantasise about the girl. That has nothing to do with underwear, and in mist cases those ads are just sad to me. That is why I was super happy to discover the Lonely Label, an underwear brand that is dedicated to challenging traditional stereotypes about lingerie. And, they are doing really nice job with it.

“For women who wear lingerie as a love letter to themselves”

lonely label

Besides having amazing pieces made of most gorgeous lace that female dreams are made of, Lonely Label is also amazing because it celebrates women. As their designer, Helene Morris, said their pieces are: “For women who wear lingerie as a love letter to themselves”.

Avoiding traditional marketing, this New Zealand based brand optioned to start a Lonely Girls project. It’s a journal that features women from around the globe wearing Lonely in their own way. They are captured  in familiar surroundings, without being objectified and showing their true beauty.

The latest names to join this project are GIRLS stars, Lena Dunham and Jemima Kirke. We hope more celebrities and women around the globe will support this project, and discover their own beauty and strength in one of the Lonely designs.

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Related Topics
  • body positive
  • brand
  • jemima kirke
  • lena dunham
  • lingerie
  • lonely girls
  • lonely label
Ivona Josipovic

Ivona Josipovic is a co-founder of The Smoke Detector, writer, fashion stylist, social media manager, curious creature, chocolate lover.

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Reflection. 🌴
The world need more love. BLM! 🖤 Regram from @inesabouchard .
Don't miss reading our interview with the founders of the amazing @bukvybag brand. This female-led accessories brand is based in Stockholm and focused on creating practical pieces for everyday life. 😍 Link in bio. #bukvy #bukvybag #interview #femalefounders
Daydreaming of places as this one... 💙 Follow the super talented @salvalopez for more amazing images like this... #photography #pink #daydreaming
Gorgeous images by @nina_zimolong. 💟 In case you missed our interview with the talented photographer go to our site to read it. #photography #interview #love #stunning
Lazy Sunday mani inspo from @vanessahong. Nothing like some cute polka dots for mood boosting, right? 😍 #cute #manicure #loveit #polkadots
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