Aug 30, 2019 | By Maria Florencia Ameneiros
We’ve been reporting here at WGSN about the rise of body positive and more authentic lingerie campaigns. This year alone we’ve seen how Selfridges invited women of all shapes and sizes to promote their new Body Studio and just this week we highlighted Nubian Skin’s new Moroccan collection, which is pushing diversity forward even more and aims to change the way that Africa is depicted in the media.
Now Girls actresses Lena Dunham and Jemima Kirke are adding to the body positive conversation by teaming up to pose in the latest Lonely Girls lingerie campaign. Lonely label is a brand from New Zealand, whose brand tagline is “For women who wear lingerie as a love letter to themselves” and they aim with each product and campaign to “foster a sense of positive body image and freedom of expression” by bypassing traditional marketing.
And this latest campaign feeds into the brand ethos. Both actresses are featured messing around in a Brooklyn apartment, and the images feature no retouching. The Lonely girls project also features other women (sort of mini brand ambassadors) from textile designers to new mothers, who are a range of shapes and sizes, to celebrate the female form.
“I think it’s brilliant to see such a big name celebrity pushing diversity. We’ve seen brands such as Selfridges, Lonely, & Other Stories and Curvy Kate do this in the past, but with Lena’s 2.8 million Instagram followers, let’s hope this can push the agenda forward and hopefully campaigns like these will become the norm, rather than the newsworthy exception,” says Katie Atkinson, WGSN Senior Editor, Intimates & Swim.
Like this? Find out more about what Katie’s day job is like here
INTIMATES, IN DETAIL: Full length, detailed reports. The latest trade show takeaways first. Live Q&As to ensure all your questions are answered. The future trends that are going to be huge. Our ridiculously clever Intimates team deliver all of that, and then some. Sound good? Join WGSN.
Images: from Lonely label.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.