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Lonely Label’s new lingerie campaign has an empowering body message [Photo: Instagram/Lonelylingerie] Seen one lingerie campaign, seen ...

This Lingerie Brand Is Killing It With Their New Size Positive Campaign

Lonely Label’s new lingerie campaign has an empowering body message [Photo: Instagram/Lonelylingerie]

Seen one lingerie campaign, seen them all. It’s not so much that we’re fed up seeing models with perfectly toned bodies frolicking in beautiful, lacy underwear. It’s more the subtly negative message they’re sending – sexy undies are purely for the body beautiful. Well, step forward lingerie brand Lonely Label whose latest advertising campaign sends an entirely different message.

The New Zealand based brand have been quietly championing the body positive for quite some time, but their Spring/Summer campaign takes things to a whole new level. Instead of posed pictures in a stuffy studio, they gave five models a camera and sent them on a three-day road trip. The girls - Zara Mirkin, Petra Collins, Mayan Toledano, Paloma Elsesser and Arvida Bystrom – all have completely different body shapes and sizes which give a much needed hit of diversity in the lingerie industry.

Lonely Label’s new campaign encourages women to love their bodies [Photo: Instagram/lonelylingerie]

The campaign’s emotive images step away from sexualised and often airbrushed lingerie shoots, and instead capture an honestly reality by featuring stretchmarks, tummy rolls and even some underarm hair.

The brand has been championing the body positive [Photo:Instagram/lonelylingerie]

The new campaign also ties in with the brand’s expansion into larger sizing: Many of its bra styles now go up to an F cup, and underwear is carried through size XL. Unapologetically honest, the pictures offer a refreshing break from other more body ‘perfect’ lingerie campaigns.  

The inclusive campaign celebrates body diversity [Photo: Instagram/lonelylingerie]

And still on the body positive theme, the brand has also introduced the Lonely Girls Project, which encourages real girls to share pictures of themselves wearing their favourite pieces from the collection with the hashtag #LonelyGirlsProject.

One of the shots from the #LonelyGirlsProject campaign [Photo: Instagram/lonelylingerie]

Anyone else gonna be donning their fancy pants tonight? Just us?

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