Hip New Zealand Lingerie Brand Lonely Debuts Swimwear Collection

By Butterboom Writers  /  July 2, 2014

Lonely is a hip, up-and-coming New Zealand lingerie and clothing brand founded by Helene Morris and Steve Ferguson. The pair come from backgrounds in fashion and graphic design and produce collections with a hard-versus-soft aesthetic. Think sophisticated fashion with a street punk edge.

They draw inspiration from various sources, from 80′s pop bands and religious cults to tennis clubs and motocross culture. And both share a love of vintage corsets and underwear.

Their lingerie designs are unpretentious and focus on natural femininity and comfort. They cater to all kinds of body shapes and are made to make women feel beautiful and empowered.

The couple has just launched a sexy all-black swimwear line that expresses their fancy for vintage. It combines femininity with masculinity and sportiness with femme fatale.

The collection includes bikini tops, high-and mid-waist bikini bottoms, and zip-front one-piece swimsuits with bondage-inspired straps, sheer fishnet-mesh panels and evocative cut-outs – all of which accentuate feminine curves. And really rock!


Where to buy?

Their collections are available to buy online. A selection is also available at Pretty Little Shop.

  • Pretty Little Shop, 27 Shepard Street, Tai Hang, Causeway Bay, Hong Kong. Tel: 2880 9099


Photo credits: Lonely


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