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Lena Dunham and Jemima Kirke reveal what real women look like in a campaign for New Zealand lingerie and swimwear label, Lonely.
Photos of the actresses, wearing the lingerie, are part of an ongoing series for the brand’s Lonely Girls Project.
The campaign focuses on positive body image. ‘Models’ for the brand include artists, academics, mothers, musicians and makers – often shot in their own homes.
The project team said the aim of the campaign was to challenge perceptions of the way lingerie is shot and perceived.
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The brand’s philosophy is to inspire women to wear the lingerie in the own way.
“For women who wear lingerie as a love letter to themselves,” reads Lonely’s Instagram bio.
WWD reports the photos are never retouched. The photos appear on the social media site and the brand’s website.
“Giving a glimpse into their worlds, we hope, amplifies this conversation and makes us all feel a little more liberated and comfortable in our own underwear.
Instead of being objectified, the women who participate in this journal series – in this case, Lena and Jemima – are empowered and exhibit real beauty that will hopefully help women everywhere feel a little more liberated,” according to the project statement.
The Girls stars were shot by New Zealand photographer Zara Mirkin, in Brooklyn, New York.
Lena, who writes and directs the hit show, is a clearly a fan of the brand. Last year, she posted a photo of herself to Instagram wearing the lingerie that received 101,000 likes and 6,544 comments from her followers.
