Sarra, Melbourne wears the Billie setJust before Christmas and finding myself with a rare child-free day, I finally ventured to the new Lonely lingerie store in Newmarket, Auckland. I've been a fan of Lonely for years and as an avid fan of beautiful underwear, I've been thrilled to follow the success of this local label as they have developed their Lonely Hearts range from clothing staples to include swimwear and lingerie. The Lonely store front is quite innocuous - no display, no mannequins, just a wall - sleek and simple, save for a Christmas decoration in the window - a single pine branch with a red bow.
My imagesOf the layout, the designer responsible (Rufus Knight) explains. "Privacy, intimacy, softness, beauty, curiosity, simplicity … these were all words we used to describe not only the feelings that we wanted to evoke, but also the material and colour palette. Our brief was all about providing a beautiful customer experience - a journey that was thoughtfully designed to ensure the customer really felt special and cared for our way.” They've nailed it.
Black Lulu soft cup bra and Winona underwire bra in Amethyst
Lena wears Penny Mist and Winona Oxblood.
Jemima wears Bonnie Powder Blue and Gigi Underwire.
"Love my @lonelylingerie and I think I will wear it to dinner with some boots and a smile because we are all very lucky to be free" Lena Dunham Instagram
Lena Dunham in Lonely Alma Swimsuit, Nylon Magazine February 2017
(for Calvin Harris video for 'How Deep Is Your Love')Lonely's flagship stores are in Wellington and Ponsonby Auckland, with a third retail store now in Newmarket in Auckland.