85% matchYasmine Eslami
Wire-free silk and mesh built around fit, not padding
What changes: Quieter Parisian minimalism, less campaign-led body politics
Brand profile
Lonely Lingerie
New Zealand lingerie label known for wire-free soft-cup bras, lace and mesh bralettes, and unretouched, size-diverse campaign imagery.
AucklandOrigin
WomenswearFocus
Minimalist / ContemporaryStyle
$$$Price
4 brands like Lonely Lingerie like Yasmine Eslami, Skin, Gooseberry Intimates →
What to know about Lonely Lingerie
Lonely is an Auckland lingerie, swimwear and loungewear label founded in 2009 by Helene Morris and Steve Ferguson, who had earlier started the Lonely Hearts Club clothing line in 2003. Morris began with wire-free soft-cup bras and shifted focus to underwear as demand grew; the range now spans lace and mesh bralettes, high-waisted briefs, swim and womenswear. Campaigns run unretouched, using models of varied sizes, ages and ethnicities, plus the customer-led Lonely Girls Project and a 2017 series with Lena Dunham and Jemima Kirke.
If you like Lonely Lingerie
85% match
76% match
73% matchGooseberry Intimates
Indie made-to-order lace bralettes with swim crossover
What changes: Beachier, more overtly sensual imagery
66% matchDeiji Studios
Antipodean linen loungewear with the same soft palette
What changes: No bras — loungewear and bedding only
Brand facts
- Founded
- 2009
- Origin
- Auckland, New Zealand
- Made in
- New Zealand
- Price
- $$$
- Focus
- Womenswear
- Styles
- Minimalist / Contemporary, Quiet luxury