First they shot a gorgeous, unretouched editorial with Lena Dunham and Jemima Kirke.
Now Lonely Lingerie, the cult favourite New Zealand underwear brand beloved of Lorde and Gig Hadid, has debuted its latest campaign… and it’s seriously inspirational.
Featuring nine diverse women or all shapes, sizes, ethnicities, sexual orientations and ages – photographed completely unretouched in the brand’s delicate, lacy designs – it’s aimed at inspiring women to love their bodies.
Some of the campaign stars include blogger Karley Sciortino, ballerina Anna Collins, plus size models Georgia Pratt and Paloma Elsesser, photographer June Carnedo’s mother Rogeria and transgender model Aurel Haize Odogbo.
“Aside from making beautiful knickers, Lonely Lingerie have always made their imagery sensitive to the realities of womanhood, all of the women in this campaign have so many different body shapes and skin colours and are all proud of who they are,” Elsesser wrote on Instagram.
“Thank you for including me and not retouching me, it’s a privilege to be able to encourage this vulnerable type of image that so importantly needs to be seen.”
“Our campaign serves to celebrate individuality,” Helene Morris, Lonely’s designer and founder said of the latest photoshoot. “Through intimate portraits of nine inspiring women, we celebrate our differences, our different ages, our different bodies, our different stories, the differences that make us who we are.”