We’ve never kept our love of Lonely the forward-thinking New Zealand based clothing, swim and underwear label quiet. Founded by Helene Morris, their team is dedicated to creating underwear and special items that girls actually want to wear. Last year we were majorly crushing on the Lonely Girl Project; a refreshingly addictive Instagram destination allowing anyone to upload real photographs of themselves wearing Lonely in a celebration of the female form. In 2016 they’ve kept the love-in going with their latest campaign.
The offering is a combined effort between a handful of enduringly clever Kiwis that cements everything we vibe about the brand. Lending their talents to the collection’s prints are illustrator Sarah Larnach and celebrated tattoo artist Stefan Sinclair who’ve worked in watercolour, ink and pencil to create dreamy drawings with a dark twist.
Shot and styled by Lonely collaborators and genuine all-rounders Merch Junkies founder Zara Mirkin and knitwear queen slash photographer Harry Were, the images are cool, natural and equal parts sweet and haunting. Check them out below.
