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.
She’s got a puzzled look on her face, like she’s trying to size you up. Unsmiling and unimpressed, her piercing gaze is searching for substance beneath the surface.
The New Zealand lingerie label Lonely expands its catalogue with its new 2014 collection, which includes the label’s first foray into loungewear.
This image — a pretty 20-something lost in her own thoughts in a uniform of worn jeans and fashion lingerie — tells you a lot about the brand behind it … and the girls they are trying to reach.
The most evocative lingerie photo campaign we’ve seen this spring doesn’t come from a glossy lookbook or runway show or magazine editorial.