Lonely Girls Project lingerie focuses on real women’s bodies and ignores what …

June 6, 2015 by admin
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The Lonely Girls Project is a lingerie photo diary showing women wearing lingerie their way without male influence
The Instagram page has reached over 12 000 followers due to their nontraditional images and inspiring content
Celebrity Lena Dunham is the latest to show her support for the campaign, posting a picture of herself in the lingerie on her Instagram account

Laura House For Daily Mail Australia

Published:
02:46 EST, 5 June 2015

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Updated:
08:10 EST, 5 June 2015

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A New Zealand lingerie brand has won fans the world over thanks to their unique marketing – showcasing their real life customers in their promotional images, rather than ‘sexed up’ models.

With over 200 000 followers on their Instagram page, the Lonely team decided to launch a photo diary that showcased their customers in a natural, relaxed light – unlike the sexual imagery and bronzed bodies usually associated with lingerie advertising.

The result was the Lonely Girls Project, a unique campaign capturing customers in their lingerie, looking comfortable, contemplative and content in a variety of natural environments.

The Lonely Girls Project is inclusive, diverse and real, with images like Harriet’s (above) posted with no filters, no touch ups and vintage-inspired styles.

The pieces themselves are sophisticated and unique and while still sensuous, are a fresh change from the highly-padded, gem encrusted lingerie women often feel pressured to wear

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The Project encompasses everything Lonely is about, with founder Helene Morris saying that before they started the brand, they couldn’t name a single lingerie brand that spoke solely to women with their imagery.

‘This traditional way of marketing didn’t seem honest, it didn’t resonate with us and we didn’t believe it resonated with our customer… we want women to look at our imagery and realise that they don’t have to be a certain way to feel beautiful,’ Morris told i-D Magazine.

There are now upwards of 600 diverse images on the Lonely Girl’s Project Instagram page, each image capturing a unique story and a message that it is okay to be yourself – with Lena Dunham the latest celebrity to publicly share her support for the brand.

‘I love my @lonelylingerie and I think I will wear it to dinner with some boots a smile because we are all very lucky to be free.’ Girls star and icon Lena Dunham posts a relaxed photo of herself posing in Lonely Lingerie

Polar Opposites: Miranda Kerr (left) models an intricate, gem-laden lingerie set in a Victoria’s Secret show while Katya (right) captures a beautiful moment in her padding and push-up free piece

Where lingerie advertising is often a projection of what women should aspire towards, The Lonely Girl Project offers an alternative perspective that focuses on a pressure-free, stylish collective of women that love and feel comfortable in their lingerie at all times of the day, not just at night.

The response from customers online has been appreciative and overwhelmingly positive, with many sharing their thoughts on social media.

Where luxury meets real life: The Lonely Girl Project combines complex, contemporary lingerie with real life situations

Lonely Lingerie offers an abundance of styles and sizes so all women can feel free, comfortable and contribute to the Lonely Girl Project with their own stories.

‘@lonelygirlsproject what great style, love what you’re doing. Keep up the amazing work,’ customer @la_bry_fitness wrote on one of the Instagram images.

’I am such a fan of this advertising campaign. Thank you for being amazing and inclusive – something that shouldn’t be extraordinary for a lingerie brand but is. You guys are awesome,’ another fan wrote.

The positive feedback has seen a change in the Lonely website with the team choosing to adopt the candid look of the Lonely Girls Project, a move that suggests the subjects of the photos in the Project are just as beautiful and significant as the professional models.