Lonely (fashion label)

Lonely is a lingerie, swimwear and clothing label based in New Zealand. It was established in 2009 by Helene Morris and Steven Ferguson, who had created the Lonely Hearts Club label in 2003.[1][2] Morris began making soft-cup bras in 2009 alongside their main clothing brand, but switched focus to lingerie due to demand.[3] Lingerie from the Lonely label has gained a cult following and is often worn by celebrities such as Kylie Jenner.[4]

Lonely
Product typeClothing
OwnerHelene Morris and Steven Ferguson
CountryNew Zealand
Introduced2003
Previous ownersAimee McFarlane
Websitehttps://lonelylabel.com

Brand values and principles

The label is known for embracing body positivity by using a diverse range of models and by not retouching photos.[1][5] In 2017, to promote body positivity, Lena Dunham and Jemima Kirk starred in a series of untouched photos wearing the brand's lingerie.[6] In August that same year, Lonely promoted their Autumn-Winter collection with 56-year-old model Mercy Brewer.[7] In 2017, the label worked with terminally ill teenager, Eva McGauley to donate towards the charity she established.[8][9]

In terms of production processes, Morris has stated that the company wanted to strengthen and support the lives of manufacturers.[10] In 2018, Lonely received criticism when they featured a model with self-injury scars.[11]

In 2019, critics stated that while the brand's marketing promotes body positivity, it does not include fat bodies in their marketing, nor sell lingerie above size 16 and a G cup.[12]

On 2 December 2020, an article by David Farrier and Zoe Walker Ahwa explored allegations that the owners were embracing QAnon conspiracy theories on social media and not taking COVID-19 seriously.[13] Several staff members said they were told that there was no need for customers to sign in as it was a "breach of their privacy" and that employees were not required to wear personal protective equipment (PPE). In June 2020, thirteen staff members signed a letter to the owners expressing their concerns. Staff received a reply from the owners that said they took the concerns seriously but acknowledged there may have been a lack of clarity around social distancing and they were looking to nominate a health and safety representative.[13] Immediately after its release, Farrier discussed the article with Jesse Mulligan on RNZ.[14]

References
  1. "Lonely lingerie's worldwide revolution of body positivity". Stuff. Retrieved 24 March 2018.
  2. Hammonds, Lucy; Lloyd Jenkins, Douglas; Regnault, Claire (2010). The Dress Circle. New Zealand: Random House. p. 376. ISBN 9781869621810.
  3. Safe, Georgina (6 February 2020). "Cup half full: the lingerie brands ditching padding and underwire". the Guardian. Retrieved 5 December 2020.
  4. "US reality star Kylie Jenner wears NZ's Lonely Lingerie". Stuff. Retrieved 24 March 2018.
  5. "New Zealand Lingerie Brand Lonely Debuts Body Positive New Campaign". Marie Claire. Retrieved 5 December 2020.
  6. Decker, Vivienne. "Unretouched Photos Of Lena Dunham And Jemima Kirke Made The Lonely Lingerie Company Go Viral". Forbes. Retrieved 24 March 2018.
  7. O'Neill, Grace. "Lonely Lingerie's Latest Campaign Stars 56-Year-Old Model Mercy Brewer". ELLE. Retrieved 5 December 2020.
  8. Lubitz, Rachel. "Lonely Lingerie paired up with a teen with terminal cancer to support sexual assault survivors". Mic. Retrieved 5 December 2020.
  9. Steenhart, Josie (29 June 2017). "Terminally ill teen Eva McGauley poses for top NZ fashion label to fund her charity". Stuff. Retrieved 5 December 2020.
  10. Clarke, Jenna (13 March 2017). "New Zealand lingerie brand Lonely casts 56-year-old model to front new campaign". The Sydney Morning Herald. Retrieved 5 December 2020.
  11. Robertson, Kate (11 July 2018). "Lonely Lingerie criticised over 'self-harm scars'". Stuff. Retrieved 5 December 2020.
  12. Casey, Alex (25 October 2019). "Hey Lonely, where the fat chicks at?". The Spinoff. Retrieved 5 December 2020.
  13. Farrier, David; Walker Ahwa, Zoe (2 December 2020). "The Lonely descent into QAnon". Ensemble. Retrieved 2 December 2020.
  14. Mulligan, Jesse (2 December 2020). "Conspiracy downfall of successful NZ company Lonely Lingerie". RNZ. Retrieved 9 December 2020.

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