Lonely Lingerie One of the Labels Changing Lingerie

“Lingerie is set to become a $59 billion market globally by 2024, up from $38 billion in 2017, according to Zion Market Research. And as sales grow, tastes also appear to be shifting,” writes Jessica Rapp in an article for CNN Style.

“Customers are embracing lingerie that encompasses alternative forms of sex appeal, and increasingly buying from brands that prioritize body positivity, comfort and proper fit.” One of these brands is New Zealand label Lonely Lingerie.

Lonely Lingerie says it “portrays women in a realistic way by refusing to use Photoshop — or even hair and makeup stylists — in its campaigns. The brand’s models include women with 35 different bra sizes and from a variety of backgrounds.”

“Founder Helene Morris said that, when she started the label in 2009, ‘there was no one in the lingerie world who was speaking in a way we related to at all.’ Her brand’s ‘Lonely Girls’ project featured senior models, breastfeeding mothers, pregnant women and disabled women, all photographed in natural light.”

“We really wanted to give the power … to the person being shot — how they want to be shot, how are they most comfortable and involving the woman in that process,” she said.

Other brands featured in the article are US startup ThirdLove, Rihanna’s Savage X Fenty label, Montreal-based Origami Customs, London-based disruptor Nubian Skin and plus-size label Curvy Couture.

To read the full article, please click here.

Article Source: CNN Style, Jessica Rapp, March 12, 2019

Image Source: Twitter – Lonely Lingerie

Tags: CNN Style  Helene Morris  Lonely Lingerie  

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