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Lonely’s Secret Message of Rebirth
Posted by richard | February 10, 2015
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There’s always something special about a new lingerie collection from New Zealand indie label Lonely, but sometimes you have to look closely to find it.

One of the pretty pieces in the brand’s latest collection features an embroidery pattern that likely has a special relevance to its customers Down Under.

The circular swirl, which shows up in Lonely‘s Lulu range against a floral backdrop, will be familiar to Kiwis because of its similarity to the koru, a Maori symbol of rebirth and regeneration.

The koru spiral (below) is said to represent an unfolding fern and it’s seen everywhere in New Zealand, especially in tattoo art and jewelry pendants carved from greenstone jade and sold at street markets across the country.

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koru

Lonely has been incorporating the koru into its designs for at least a couple of seasons now, and it’s hard not to assume that it’s meant as a nod to the fighting spirit of the brand’s neighbours in Christchurch. The south island city was flattened by an earthquake in 2010 and has since undergone an inspiring rebirth of its own.

The print pattern has become something distinctively Lonely, and an almost secret message of nationalist pride aimed at its closest supporters. Of course, that hidden meaning might be lost on many of Lonely‘s far-flung customers since the widely admired brand has broad worldwide distribution network for its lingerie, swim and new loungewear collections.

Because it’s now summer Down Under, Lonely‘s latest lingerie collection, called Talisa, is actually its Autumn-Winter 2015 range. It includes five styles ranges and is now joined by the second iteration of both the Lonely Swim and Lonely Lounge diffusion labels.

And while it’s a small collection it’s easy to see why Lonely has earned such a favored reputation among young fashion lovers. It brings together classic lacy elegance with contemporary patterns and fabrics (check out the embroidered tulle camo in the Ava line) to create colorful looks guaranteed to last more than a single season.

Here’s the latest from Lonely‘s three new offerings.

LONELY LINGERIE, ‘Talisa’

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AMELIE
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AVA
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BLAIR
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BONNIE
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LULU

LONELY SWIM

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LONELY LOUNGE

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