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

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]

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. 1 2 "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. 1 2 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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