New Zealand brand, Lonely Label, is owned by fashion director Helene Morris and former Stella McCartney designer Ella Sarjant. In November 2012 the duo with the help of photographer and stylist, Zara Mirkin, began a phenomenal photography series called The Lonely Girls Project that reflected the real woman who inspire them. That specific campaign features normal, everyday women who have very different body types wearing the brand's lingerie. These women are photographed in a place that brings them joy, comfort and identity, their homes.
Well fast forward to 2017, continuing this theme of embracing your natural body, Lonely is now featuring a 56-year-old “model”, Mercy Brewer, to star in its latest campaign. Lonely co-founder and designer, Helen Morris stated the following in a press release “The reality is we are all aging, and there are so many wonderful things about growing older, so often the primary message around age is intervention, which is a frustrating response to such a natural, inevitable process."
Popular fashion website, Who What Wear, states "Lonely Lingerie has encouraged diversity and body positivity through its campaigns season after season, choosing to skip retouching, and celebrating women of all shapes and sizes". Mercy Brewer shares her powerful perspective on aging with the following statement “I believe we are in a moment in time where older women's beauty has been a startling revelation. If we don't recognize it, we, every one of us, deny ourselves a future to look forward to." I strongly believe that these are true words to live by! It’s definitely time that we begin to love and embrace our bodies as we go through the changes of life. You may end up loving who you evolve into.
There is no denying the intoxicating beauty that Brewer possesses. Each photo is mysterious, artistic, but oddly realistic. In alignment with Lonely's stance on not retouching the photos of their models, you feel the authenticity of each photo. The lens captures the raw beauty and I'm such a fan. Needless to say, I'm definitely looking forward to more of Lonely's campaigns.
Check out more of Brewer's photos below and on Lonely's website.
Njeri is a lifestyle blogger with a focus in all things beauty and fashion. Her expertise also includes event corresponding, brand consulting, and encouraging people to find happiness by living their truths.