Lonely is a lingerie and swim brand that went viral when they recently featured Lena Dunham and Jemima Kirke in a series of un-retouched portraits. Founded by Helene Morris and her partner Steve Morris, the New Zealand based brand has gained a cult following by embracing body positivity in their campaigns. Lonely refuses to do any retouching on their campaign images and features inspiring women instead of typical lingerie models.
“It was this shared viewpoint that drew Lena Dunham to the project,” Helene Morris said. “We were introduced through a mutual friend and she was so positive and enthusiastic about what we are trying to achieve with the project. She has been incredibly supportive of Lonely, and we really appreciate her contribution to our brand. We posted one image on Instagram and had over 1 billion page impressions and hundreds of stories worldwide. For a small New Zealand based team, it has been incredible for our international recognition and growth.”
Helene Morris was inspired to launch Lonely because she was tired of hearing complaints from women about how uncomfortable their underwear was, and she knew she could offer a solution through well-designed pieces that were showcased in a way that women could relate to.