Brands we Love – Lonely Label

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.

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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