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If there’s any celebrity known for keeping it real, it’s Lena Dunham. Between her feminist website, Lenny Letter, her work on Girls and her vow to never allow her image to be photoshopped again, she’s pretty much the queen of body positivity. That makes her involvement with this lingerie company’s campaign a little bit predictable, but wonderful nonetheless.

Lonely Label is a New Zealand-based lingerie brand that encourages girls (of all sizes, of course) to wear lingerie for themselves rather than for men or to fit beauty standards. As Helene Morris, Lonely’s designer says, the brand is ‘for women who wear lingerie as a love letter to themselves.’ Rather than use trends as inspiration and models to show off their products, Lonely uses real women for the entire process. Their Lonely Girls Project is an ongoing campaign of natural, unphotoshopped women wearing their clothes in natural settings and poses.

Chrissie and bump, NYC.

A photo posted by The Lonely Girls Project (@lonelygirlsproject) on

Anna, Jeweller, NYC.

A photo posted by The Lonely Girls Project (@lonelygirlsproject) on

Their website describes the project as ‘a journal featuring women around the world from all walks of life captured wearing Lonely in their way.’ Their latest every-women? None other than the fabulous and natural Lena Dunham and her Girls costar, Jemima Kirke.

 

Lena Dunham and Jemima Kirke
Lonely Label
Lena Dunham and Jemima Kirke
Lonely Label

Each post on their website has the woman’s name, a little description about her (for example: ‘Hannah, Early Childhood Care Student’) and what she is wearing next to her candid photo. This way, the woman gets to be a real three-dimensional person rather than a nameless model who is photoshopped into ‘perfection.’

We love seeing campaigns like this one. It’s so refreshing when companies celebrate natural beauty and refuse to buy into the standards set by today’s media. Lonely Label doesn’t just do lingerie either. They also have swim suits and lounge clothing. And ladies, they ship to Canada so you can snag your very own lingerie from a company you know is doing something good for body positivity. Win-win!