Lulu strap bra with high waist brief and product packaging

First designed in 2013 the "Lulu" lingerie set has been Lonely's biggest selling product. Pictured in "Stone" - one of its several colourways, the bra and knicker set feature Lonely's signature strap detailing and their soft lace styling.

Founded by Helene Morris who has a background in graphic design and partner Steve Fergusson, a former Huffer designer and professional snowboarder. Lonely Lingerie's beginnings were not quite the instant success it appears to be. What originally started off as clothing label, "Lonely Hearts" was shortlived and closed just after the Lonely Lingerie collection was launched in 2009.

Lonely's company philosophy sings true for their continued endeavour to empower women and challenge the way in which women are represented in the fashion industry. Their aim being to "inspire a more inclusive and empowering vision of femininity for the future." The collaborative Lonely Girls project is a positive response and reflection of this. Featuring women of all shapes, age and colour in the comfort of their environment, its bare bones styling and inclusive descriptions of the wearer encapsulates the raw beauty and narrative that is seldom seen in the fashion industry.

Driven by their markets response and company philosophy, their retail store designs are also a contributing factor in creating safe and intimate spaces that leave women feeling empowered. Their stores and social media outlets have provided a platform for their market to comfortably provide feedback and respond to the need for a natural and a wide range of sizing whilst still providing a sexy yet sensual look for all women.