The fashion label that's redefining what a 'lingerie model' looks like.

Just when you think you can’t possibly love New Zealand lingerie label Lonely any more, they release their latest campaign and change the game yet again. And this time, they’re doing it with the help of 56-year-old model, Mercy Brewer.

“I believe we are in a moment in time where older women’s beauty has been a startling revelation,” Brewer said of the campaign earlier this week.

Photographed by Harry Were, the images show Brewer in items from the label’s spring collection with a refreshing candor.

lonely lingerie lookbook
Source: Lonely Lingerie.

It is, quite simply, a total knockout collection of images, and nothing has made me want to click and buy faster.

Explaining the decision to cast Brewer in the campaign, Lonely co-founder Helene Morris said, “The beauty and fashion industries are so obsessed with youth, but the reality is we are all ageing, and there are so many wonderful things about growing older.”

Brewer agreed, telling earlier this week, "Perceptions of beauty have and always will change, therefore I think we can conclude its standard is not set in stone, and new beauty is always waiting to be discovered."

The model went on to explain, "I believe we are in a moment in time where older women's beauty has been a startling revelation. If we don't recognise it, we, every one of us, deny ourselves a future to look forward to."

Launched in 2009, Lonely's previous lookbooks have included the likes of Girls stars Lena Dunham and Jemima Kirke, and artist, musician, and photographer Arvida Buström alongside writer Paloma Elsesser.

"No other lingerie labels were really resonating with us through their imagery or designs," Morris told Refinery29 in an interview last year, adding, "We wanted to challenge the lack of diversity, over-sexualized imagery, and overly photoshopped world of lingerie."


Putting its money where its mouth is, Lonely offers its designs in 23 sizes, with the majority of bra sizes going up to an F cup and underwear up to an XL.

"Diversity is an important value we champion at Lonely, and size diversity has been a goal of Lonely from the start," Morris said.

"Stylish designs that don’t compromise on support, fit, or comfort are very limited from other [brands], and we are very proud to be able to continue to offer our designs across more and more sizes as we grow."

Okay, okay, Lonely. Just take my money. Take it all.

What do you think of the campaign? See the full Lonely Lingerie lookbook here