| Lonely | |
| Producttype: | Clothing |
| Currentowner: | Helene Morris and Steven Ferguson |
| Country: | New Zealand |
| Introduced: | 2003 |
| Previousowners: | Aimee McFarlane |
| Website: | https://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]
The label is known for embracing body positivity by using a diverse range of models and by not retouching photos.[5] In 2017, to promote body positivity, Lena Dunham and Jemima Kirk starred in a series of untouched photos wearing the brand's lingerie.[6] In August that same year, Lonely promoted their Autumn-Winter collection with 56-year-old model Mercy Brewer.[7] In 2017, the label worked with terminally ill teenager, Eva McGauley to donate towards the charity she established.[8] [9]
In terms of production processes, Morris has stated that the company wanted to strengthen and support the lives of manufacturers.[10] In 2018, Lonely received criticism when they featured a model with self-injury scars.[11]
In 2019, critics stated that while the brand's marketing promotes body positivity, it does not include fat bodies in their marketing, nor sell lingerie above size 16 and a G cup.[12]
On 2 December 2020, an article by David Farrier and Zoe Walker Ahwa explored allegations that the owners were embracing QAnon conspiracy theories on social media and not taking COVID-19 seriously. Several staff members said they were told that there was no need for customers to sign in as it was a "breach of their privacy" and that employees were not required to wear personal protective equipment (PPE). In June 2020, thirteen staff members signed a letter to the owners expressing their concerns. Staff received a reply from the owners that said they took the concerns seriously but acknowledged there may have been a lack of clarity around social distancing and they were looking to nominate a health and safety representative. Immediately after its release, Farrier discussed the article with Jesse Mulligan on RNZ.