When it comes to underwear, it’s no secret that we like ours to value comfort and simplicity over fussy lacing and straps. We’ve previously sung the praises of Pansy and MARIEYAT, but time and time again we always find ourselves coming back to Auckland-based brand Lonely Lingerie.
Eschewing typical notions of underwear being a tool for male satisfaction - rather than for female self-satisfaction - Lonely’s pieces are designed with strong, individual women at the forefront. Body-positive and sustainably made with only the most comfortable of materials, Lonely has hit the nail on the head of the lingerie world.
Which is why we were thrilled to see the release of Lonely Maternity; the brand’s first line of underwear for pre and post-motherhood. Born out of a “desire to nurture women going through one of the most intensely beautiful - and intensely challenging - periods of their lives”, the collection fills a much-needed gap in the market. Who says maternity underwear can’t give you the same pleasures as your usual knickers and bra?
Lonely are working from the notion that these bras may be seen by more people than any others, so expect the kind of soft lacing and flattering silhouette you’re used to with the brand. Function comes from easy-open clips above the cup, adjustable bands for fluctuations in size, soft antimicrobial bamboo linings and high-waist knickers for pregnancy and protecting the womb area after.
What we love about Lonely is their continuing Lonely Girls Project - an antidote to traditional marketing which focuses on the stories and images of women from all around the world, and how they wear their Lonely. Fostering a sense of community, we admire any brand who steps away from the ‘done before’ , empowering women in the process.
Their Maternity line is no different and scrolling through the images of a diverse bunch of women (and their babies) wearing the collection is a testament to the brand’s far-reaching appeal.
Founder Helene Morris (a mother of three herself) launched the collection after much demand from the Lonely community. “Motherhood is a time when women give over their bodies and a large part of their identity to another being” says Helene. “Lonely Maternity is designed to make mothers feel beautiful and special at a time when they’re often forced to compromise their choices.”
We couldn’t agree more and can’t wait to see more and more women embrace Lonely in this important time of life. Visit Lonely Lingerie for more information on the collection and stockists.
Words: Lucy Vincent
Images: Lonely Lingerie