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David Jones

Love Lonely

For women who wear lingerie as a love letter to themselves. —

Lonely was founded by Helene Morris and partner Steve Ferguson in 2009, with the vision of empowering women to be themselves. "When we launched Lonely we couldn't name a single lingerie brand who was talking solely to women with their imagery, it was very much opinionated body typing targeted to men," says Helene. "This traditional way of marketing lingerie didn't seem honest, and didn't resonate with us or our customers. Our idea was to take away all expectations of how you "should" or "need" to look and focus on how our lingerie makes you feel." 

What resulted was a range of underwear that is sensuous, romantic and refreshingly real. From the vintage-inspired designs on bodysuits, high-waist knickers and long-line bras, each piece has its own beautiful quirks such as cutouts, velvet trim, contrast paneling and crisscross straps, that make each piece unique. 

Lonely's new season collection sees more of their sensitive and intelligent approach to lingerie with off-kilter colours and sumptuous European lace. "Fabrics are usually the starting point for each collection, and right now, we are working with a company based in Austria who have developed a beautiful fine lace that has been embroidered over with a bold pattern," Helene describes. 

What's also refreshing about the brand is its original, convention-busting imagery showcasing Lonely girls across the world from London to Los Angeles in what's been dubbed as the Lonely Girl Project. The ongoing campaign is a beautiful celebration of the female form, not in a slick, studio-shot and backlit way, but features raw and intimate portraits of women in all shapes, sizes, age and colour. "We wanted to represent women in a positive and powerful way. We want women to look at our imagery and realise that they don't have to be a certain way to feel beautiful and simply wanted to offer the idea that it's okay to be yourself," explains Helene. "And from this project, our amazing Lonely girls have become our [brand's] female icons."

Shop our favourite Lonely pieces:

  • 1

    Winona Underwire Bra by Lonely

    Features underwire cups with floral lace mesh and a decorative wraparound waist straps.

    Shop Now
  • 2

    Lulu Soft Cup Bra by Lonely

    A comfy and supportive bra with crossed back and velvet elastic straps.

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  • 3

    Agnes High Waisted Brief by Lonely

    Made from beautifully soft stretch floral lace and features intricate ladder trim inserts for a flattering and feminine fit.

    Shop Now
  • 4

    Agnes Longline Bra by Lonely

    Made from beautiful stretch corded floral lace and trimmed with intricate ladder inserts.

    Shop Now