Lonely (fashion label)

Lonely
Product typeClothing
OwnerHelene Morris and Steven Ferguson
CountryNew Zealand
Introduced2003
Previous ownersAimee McFarlane
Websitehttps://lonelylabel.com

Lonely is a lingerie, swimwear and clothing label based in New Zealand. It was established in 2009 by Helene Morris and Steven Ferguson, who had created the Lonely Hearts Club label in 2003.[1][2] Morris began making soft-cup bras in 2009 alongside their main clothing brand, but switched focus to lingerie due to demand.[3] Lingerie from the Lonely label has gained a cult following and is often worn by celebrities such as Kylie Jenner.[4]

  1. ^ "Lonely lingerie's worldwide revolution of body positivity". Stuff. Retrieved 24 March 2018.
  2. ^ Hammonds, Lucy; Lloyd Jenkins, Douglas; Regnault, Claire (2010). The Dress Circle. New Zealand: Random House. p. 376. ISBN 9781869621810.
  3. ^ Safe, Georgina (6 February 2020). "Cup half full: the lingerie brands ditching padding and underwire". the Guardian. Retrieved 5 December 2020.
  4. ^ "US reality star Kylie Jenner wears NZ's Lonely Lingerie". Stuff. Retrieved 24 March 2018.