Lonely – Best Lingerie & Swimwear Brand in Auckland, New Zealand

There’s a growing backlash against the unrealistic standards of feminine beauty portrayed in the media and advertising, and against digitally manipulated images that bear little resemblance to real women. Lonely is a New Zealand-based lingerie, swimwear and womenswear brand which offers a more attractive alternative. In lieu of glossy ads, the brand publishes its own journal, Lonely Girls, featuring women from all walks of life and from around the world wearing items from the Lonely collection.

The candid portraits include artists, writers, a house painter, a childcare student and other diverse women, as well as body-positive actresses Lena Dunham and Jemima Kirke, and not a single photograph has been retouched. ‘Women need to see each other and be seen as we are,’ says one Lonely fan, photographed in her kitchen for the project. As we demonstrated in Lingerie fashion magazine, women are increasingly refusing to engage in body shaming and with the often-unattainable strictures placed upon them by popular culture. It’s time to get real.