Lonely
Lonely is a New Zealand lingerie, swimwear and clothing label founded in 2009 by Helene Morris and Steven Ferguson. It is best known for its soft-cup bras and for unretouched campaigns featuring a diverse range of women.
| Founded | 2009 |
|---|---|
| Founders | Helene Morris, Steven Ferguson |
| Country | New Zealand |
| Focus | Lingerie, swimwear and clothing |
| Website | lonelylabel.com |
What is Lonely?
Lonely is a New Zealand fashion label founded by Helene Morris and Steven Ferguson. The pair had previously run the clothing label Lonely Hearts Club, created in 2003, before Morris began making soft-cup bras in 2009 and the business shifted its focus to lingerie.
Products and positioning
Today Lonely designs:
- Lingerie, centred on soft-cup bras and briefs
- Swimwear
- Clothing
The label has a distinctive approach to imagery. In 2017 it photographed actors Lena Dunham and Jemima Kirke in its lingerie without retouching, and its autumn and winter collection that year featured a 56-year-old model. The same year it also introduced maternity lingerie.
Distribution
Lonely sells through its own online store and its own branded stores, whose openings have been covered by the New Zealand design press, and is also carried by international lingerie retailers.
Why it matters
Lonely is often cited as an early example of a lingerie brand that built its identity on comfort-focused soft-cup design and unretouched, age-inclusive imagery, themes that have since become widespread in the category.
Frequently asked questions
Who founded Lonely?
Lonely was founded by Helene Morris and Steven Ferguson, who had earlier created the label Lonely Hearts Club.
Where is Lonely lingerie from?
Lonely is a lingerie, swimwear and clothing label from New Zealand.