Lonely Lingerie

Lonely is an Auckland lingerie, swimwear and loungewear label founded in 2009 by Helene Morris and Steve Ferguson, who had earlier started the Lonely Hearts Club clothing line in 2003. Morris began with wire-free soft-cup bras and shifted focus to underwear as demand grew; the range now spans lace and mesh bralettes, high-waisted briefs, swim and womenswear. Campaigns run unretouched, using models of varied sizes, ages and ethnicities, plus the customer-led Lonely Girls Project and a 2017 series with Lena Dunham and Jemima Kirke.