Lena Dunham and Jemima Kirke have starred in a body-positive campaign for underwear brand Lonely.
The Girls co-stars joined forces for the lingerie brand’s Lonely Girls project – which includes all un-retouched shots of women wearing Lonely Lingerie in their own surroundings, and in their own way.
The brand’s founder Helene Morris designed the lingerie with body confidence in mind, aiming to celebrate women’s bodies no matter what shape or size.
The project is all about steering away from ‘typical’ lingerie advertising, which is usually overly sexualised and designed to attract men.
Body positive: Lena and Jemima posed for the shoot | LONELY LABEL|HARRY WERE
“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. This traditional way of marketing lingerie didn’t seem honest, it didn’t resonate with us and we didn’t believe it resonated with our customer,” Helene told i-D Magazine.
“Our idea was to take away all expectations of how you ‘should’ or ‘need’ to look in a product and focus on how our lingerie makes you feel. This feeling transcends the stereotyping you see pushed upon women everyday all over the world.
“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. We simply wanted to offer the idea that it’s okay to be yourself,” she added.
