How the #BodyPositivity Movement Catapulted This Lingerie Brand into Being a Cult Favorite


According to Euromonitor, the global lingerie market was worth just over $110 billion in 2014. And while the underwear industry is as successful as ever, it seems to be undergoing a renaissance. Consumers are beginning to rebel against the stereotypically sexy bombshell aesthetic that mega-retailers like Victoria’s Secret have had cornered for decades.

As this change of heart grows, so does the demand for a wider spectrum of cuts and styles that accommodate all needs. This is why, by straying from the general supermodel-covered ad campaigns that industry behemoths like Victoria’s Secret and Agent Provocateur are known for, one craft lingerie brand ended up going viral.

New Zealand-based lingerie and swimwear brand Lonely refuses to retouch their images, opting instead to highlight women of all shapes and sizes looking comfortable and candid in their wares. The brand’s most recent ad campaign features actresses Lena Dunham and Jemima Kirke, lounging about in a cozy New York City apartment.

While a little star power certainly never hurts, the 14-year-old label has gained a cult following over the past decade for unapologetically embracing the “body positivity movement.” By offering impeccably designed, uber-comfortable lingerie in a wide range of sizes, Lonely stands out in a sea of rib-cracking satin corsets and strappy playsuits.

“We proudly offer the largest size range of any independent lingerie label, with 26 sizes in our most supportive styles,” co-founder Helen Morris told Forbes. “Our bras are not only unique in design but also supremely comfortable and supportive. We steer away from restrictive linings and only use the softest and highest quality materials. Alongside this diversity in sizing and product, we challenge traditional stereotypes through our imagery and campaigns. We continually ask ‘is there another way?’ and aren’t afraid to challenge the status quo. It is this combination that separates us and has united thousands of Lonely women worldwide.”

And with the #bodypositivity movement gaining steam on social media, it’s no surprise that it has been a crucial component to the growth of the Lonely brand. “Here, we can communicate directly with our women, in our voice and in our way,” Morris explained. “Instagram, in particular, has been a powerful platform for us, our @lonelylingerie page continues to grow organically but at an amazing pace.”

It makes sense that a platform like Instagram, and stars like Dunham and Kirke, would strike such a strong chord with Lonely’s customers: today’s lingerie consumer is dying to break the mold. With just a handful of companies taking the lion’s share of the market, we’ve been exposed to the same aesthetics, business models, and, well, actual models for what feels like forever. Add the millennial’s penchant for investing in socially responsible brands, it starts to make a little more sense as to why a brand like Lonely would blow up in such a short amount of time.


Images via Lonely

Dayana Cadet

Dayana Cadet

Dayana’s love affair with writing spans all manner of content. As the Content Specialist at Hubba, connecting people to the things they love is where she thrives.

Follow her at @D_isforDayana
Dayana Cadet