Stars of the hit US series Girls are fronting the latest campaign by Kiwi brand Lonely, which aims to show how real women wear lingerie.
Photos of the actresses, wearing Lonely lingerie, are part of an ongoing series for the brand’s Lonely Girls Project.
The online project, made up of a collection of images shows different women from around the world wearing the brand’s lingerie, aims to challenge perceptions of the way lingerie is shot and perceived.
With a focus on positive body image, the campaign sidesteps traditional marketing conventions, and instead presents its imagery more as a journal that showcases women from all walks of life.
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The girls in the brand
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, and are usually shot in the women’s homes. The photos appear on Instagram 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,” 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.
View the Lonely Girls Project here.
