‘The Lonely Girls Project’ Is Removing Lingerie From the Male Gaze
May 27, 2015 by admin
Filed under Latest Lingerie News
The best lingerie makes you feel good rather than just look good, and if this new portrait series by Lonely Lingerie is anything to go by, their pieces’ power to invest the wearer with positive vibes is borderline magical.
New Zealand-based Lonely — which has been on our radar for a while thanks to the brand’s unapologetic femininity and no-man-necessary attitude — created The Lonely Girls Project to market Lonely lingerie minus the male gaze. Photographers Zara Mirkin and Harry Were were tapped to shoot organic and unfiltered images of body-positive Lonely babes in their bedrooms and backyards, at the beach, and hanging off their fire escapes.
Meet Lauren, LA. Image by @zaraeloise #lonelygirlsproject #lonelylingerie @lonelylingerie
A photo posted by The Lonely Girls Project (@lonelygirlsproject) on Nov 3, 2013 at 9:00pm PST
We’ve already established that showing your underwear is the classiest power move you can make, and this series confirms that lingerie can be sensual, stylish, and sophisticated without having anything to do with actual sex. It can also be insanely comfortable — Lonely is staunchly anti-padding, anti-pushup, and anti-thong.
“When we launched Lonely we couldn’t name a single lingerie brand that was talking solely to women with their imagery,” Lonely’s Helene Morris told i-D, “it was very much opinionated body typing targeted to men. This traditional way of marketing lingerie didn’t seem honest, it didn’t resonate with us and we didn’t believe it resonated with our customer.”
We’ve seen our fair share of cheesy attempts at hashtag empowerment, but Lonely have been killing it in the girl power department since they launched in 2009. If this is a man’s world, Lonely is another world entirely.
A photo posted by The Lonely Girls Project (@lonelygirlsproject) on Oct 7, 2014 at 1:36pm PDT
A photo posted by The Lonely Girls Project (@lonelygirlsproject) on Dec 8, 2014 at 12:24pm PST
A photo posted by The Lonely Girls Project (@lonelygirlsproject) on May 12, 2014 at 2:39pm PDT
A photo posted by The Lonely Girls Project (@lonelygirlsproject) on Oct 31, 2013 at 3:27pm PDT
A photo posted by The Lonely Girls Project (@lonelygirlsproject) on Sep 25, 2014 at 8:06pm PDT
A photo posted by The Lonely Girls Project (@lonelygirlsproject) on Dec 8, 2014 at 12:14pm PST
A photo posted by The Lonely Girls Project (@lonelygirlsproject) on Oct 6, 2014 at 7:34pm PDT
A photo posted by The Lonely Girls Project (@lonelygirlsproject) on Sep 25, 2014 at 8:15pm PDT
Lena Dunham is also a fan of Lonely. Her own choice of accessories include boots, a smile, and zero fucks. Follow the project here.
A photo posted by Lena Dunham (@lenadunham) on May 25, 2015 at 5:21pm PDT
