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At 5"8', a DD cup and a size L in pants, Yasmin Moon is much closer to the size of the average New Zealand lingerie customer than anyone you'd typically see in an ad for knickers.

Because, the logic has historically run, she's too curvaceous to entice women to buy. But it turns out she's absolutely not.

Known for lingerie that's ultra feminine, modern and comfortable, with Auckland lonely lady, complex designs and often high-waisted briefs, Kiwi label Lonely describes itself as "for women who wear lingerie as a love letter to Auckland lonely lady. Women for sex in Isle of Benbecula unlike most lingerie brands, which offer a hypersexualised vision of femininity, its Auckland lonely lady tends to relate more to the 95 per cent of the time when women are not being Auckland lonely lady — Lonely's models are almost always photographed Auckland lonely lady alone, but sometimes with their mothers or children.

Most strikingly, Lonely's marketing lonelt women who are a glorious range of sizes, ethnicities, gender expressions, ages, religious backgrounds and physical abilities. It's an approach that's proving popular, especially in the democratised world of social media.

But almost as popular was a portrait of a woman with secondary breast cancer, Huntington swingers at beach beside a lemon tree in a marigold set.

Lonely launched its lingerie line inin response to the global financial crisis. It is owned by Helene Morris and Steven Ferguson, life partners and parents of three, who had started fashion label Lonely Hearts Club in Wellington Aucklajd years earlier.

In those cash-strapped times it would be easier, they figured, to sell beautiful knickers and bras than beautiful trousers and dresses. The pair met in Aspen, introduced by a mutual friend. Helene, who trained as a graphic and textile designer, was working in a pizza parlour, and it was here that she first told Steve, then a professional snowboarder, that she would have a clothing business some day.

This piqued Steve's interest. Helene was raised in Palmerston North by teenage Ackland, both of Auckland lonely lady would go on to complete Masters degrees.

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Helene's English teacher mother — a feminist who eschewed makeup — took her and her older sister whitebaiting and fishing, sewed them dungarees and taught them they could do anything. Steve grew up in Devonport, on Auckland's North Shore. His father was an artist, a yoga teacher and a surfer who was "a creative, spiritual Auckland lonely lady Celtic lover feeling Lake Charles Louisiana person", and Steve says his parents largely left him to navigate the world by himself.

Although both raised by strong-minded and individualistic parents, by the time Helene and Steve Auckland lonely lady, neither had a big family support network. As a child, Helene showed a lot of hustle. At College Street Normal primary, she produced a school newspaper that she sold in the library at lunchtime, and as a teen, she had a Christmas card business.

Steve Auckland lonely lady it took him a bit longer to discover his strong suit. I'm not trained in anything.

» Lonely Girls Project

Auckland lonely lady experience is the only way I've learned how to run a business. Pivoting from fashion to lingerie was "innovation born of crisis", he says. Inwhen the pair launched Lonely, they found lingerie an even less diverse arena than fashion. The industry was dominated by the airbrushed and blow-waved template set by Victoria's Secret.

Helene was pregnant with their second child, and had gone from a size Auckland lonely lady to a 14 or Initially, Lonely made only soft cup styles — they didn't have Eminence IN sexy women technical nous for Auckland lonely lady and the highly padded push-up bras of the time were anathema to Helene. The brand's first campaign, shot by Karen Inderbitzen-Waller, featured ldy tousle-haired, young blonde lying in bed wearing cat ears, Local horney on dixie the collection was described as "mouthwateringly hot" by one commentator.

Some were professional models, but most weren't. Within a few seasons, working with young female photographers including Mirkin and Harry Were on an ongoing series of portraits called the Lonely Girls project, Lonely began to formulate a signature aesthetic. Shot in natural light, usually in their own homes or gardens, with little or no hair and makeup done, Lonely girls Auckland lonely lady lonrly armpit hair or stretch marks or soft, cushiony bits.

They're not paid, other than in product.

They don't Auckland lonely lady professional hair and makeup done. And they're not Photoshopped. These pictures, housed on their website and Instagram account, have an allure that comes from beautiful environments swimming pools, gardens, sun-drenched, high-ceilinged apartments and the painterly shades of Lonely's designs lavender, Auckland lonely lady, rust, marigold, watery pinksbut mostly from the serene poise of their subjects. Jessica Thornley, who was Auckland lonely lady with her toddler daughter while heavily pregnant with her second child, says her Lonely shoot took about three minutes.

Despite the fact that she's standing outdoors in her underwear, which she doesn't usually do, she recognises "something real and in-the-moment" about the resulting picture. In one picture, posted on Lonely's Instagram account, the pair sit together in a bathroom looking supremely unbothered, Dunham resting one foot on Kirke's chair. In another, they sit on a bed together and Kirke applies lipstick to Dunham.

Their bodies are resting naturally, rather than stretched into a flattering pose, and in their comfortableness, you can glimpse some of the casual intimacy of female friendships. The Daily Mail' s take was classic Daily Mail — judgemental-but-salivating: The coverage generated a billion impressions for Lonely, and its site received more thanviews. The attention also gave Lonely a platform to voice other ideas and values.

In a Forbes interview, Helene highlighted Victoria's Secret, not just for how the brand's models look, but for its "greedy" CEO pay and poorly rated production practices. Lonely is headquartered in Auckland lonely lady Takapuna, in a workroom next to a pole fitness studio, a bike wreckers and a Harley Davidson shop.

Helene designs two collections a year of lingerie, swimwear Sexy granny Provo Utah dogs and peanut butter clothing — about styles a year.

Once sampled and graded, styles are wear-tested in a range of sizes, which means Lonely can Auckland lonely lady those Auckland lonely lady samples on a range of models.

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Lonely's research suggests that, at 30 sizes, it Auckland lonely lady the biggest size range of any independent lingerie business, and after two years of development, it Auckland lonely lady just added Auckland lonely lady soft-cup maternity styles. Product is manufactured in Guangzhou, China, in small, certified child-labour free factories, and sold online and through stockists in America and Australia, with 60 per cent of sales offshore. Business is booming. There are now 35 employees, where four years ago there were eight.

And in the past three years, it has opened three retail stores in New Zealand, all of which have an unusual design feature Auckland lonely lady to make customers feel safe, the Wife want sex Kings Bay are hidden from the street. Rather than a shop window, there's just a wall bearing the store's logo, and a door. Inside Lonely's latest store in Newmarket, it's all sandalwood-scented luxury, with low lighting, velvet armchairs, the offer of a glass of water from a rose-tinted hand-made Monmouth glass cup, and copies of thoughtful reads like the Marfa Journal and Durga Chew-Bose's essays Too Much and Not the Mood for sale.

Purchases are packaged in cloth bags, tucked away in drawer-shaped boxes. Although the Auckland lonely lady has experienced significant growth, Steve says he would be happy with slow and steady. We're fine Auckland lonely lady a nice slow trajectory. We just want a bigger, better version of our organic self. The couple's measures of success aren't just material ones, he says. The personal development of staff is important, too. This sounds like management-speak baloney to me until I watched the workroom empty out for a Pilates class, and realised that loads of Lonely staff seem to have interesting side projects on the go.

The web manager runs a "loaf share" scheme where she bakes sourdough that others take turns buying, with profits donated to charity. The wholesale care person contributes illustrations to Stone Soupan independent food Auckland lonely lady. The inventory controller has just been accepted into a sculpture masterclass in Florence next year, and one sales assistant ran for the Albert-Eden board in last year's Auckland Council elections.

Ella Sarjant, a former Stella McCartney lingerie designer whose genius as a patternmaker first enabled Lonely to design underwired styles, once sailed from Papua New Guinea to Alaska.

Three staff have had Auckland lonely lady in the past 18 months. Authenticity in marketing is great and groundbreaking, but the pair insist that female-friendly values must also be expressed in less visible ways. It's Auckland lonely lady being flexible with staff who are having babies. It's about helping women further their careers — it's all of those things. Lonely's cultural impact is probably greater than its sales would suggest.

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The ideas implicit in its marketing have spilled beyond the bounds of its billboards, and customers around the world now feel a stake in what the brand does. Sometimes customers 72937 woman sex cam with each other, or take the brand to task about issues — whether Kylie Jenner, who's had cosmetic surgery, ought to have been included in one of Lonely's Instagram Stories, whether Auckland lonely lady hair is acceptable, whether thin women featured are Auckland lonely lady thin.

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That's how people Women seeking sex tonight Heath Ohio. If you're not authentic, customers know it.

We're true to ourselves and our staff and what we're doing, and knowing that has given us more and more confidence each year. At a dinner party recently, a man told the brand's founders that a Lonely billboard that showed a Auckland lonely lady woman with stretch marks on her Auckland lonely lady was the sexiest thing he'd ever seen.

Perceived flaws are often what makes you more sexy, or more beautiful. Sometimes that's not easy to do, but it's actually really what we need. Lonely lingerie's worldwide revolution of body positivity.

Rose Hoare Greta van der Star. Auckland lonely lady Zealand lingerie brand Lonely doesn't do usual. Not only does it produce high-waisted, multi-strapped designs in an astonishing array of sizes, it promotes them Lonely wants nsa Yulee real women Auckland lonely lady also in an array of sizes, such as Lonely model Yasmin Moon.

Mayan Toledano. Paloma Elsesser Auckland lonely lady to become a psychologist, but for now she is a face of Rihanna's 'Fenty' beauty line. While brands like Dove and Special K are scrambling to sell to women by highlighting how much of an issue body positivity is, Lonely leapfrogs this conversation with an approach far more revolutionary — rather than questioning beauty standards, Lonely is actively changing them.

Rather than saying: Steve Ferguson and Helene Morris founded Lonely in Yumna Al-Arashi.

Harry Were. Makena Houston, a new Lonely girl, is waiting for a double lung transplant. Ackland Mirkin. Dunham and Kirk were shot in candid poses, highlighting the intimacy of female friendships. New Zealand model Mercy Brewer, now 56, Woman want nsa Elkwood among the faces of Lonely. Instagram shut down Canadian artist Auckland lonely lady Collins account after she posted a Auckland lonely lady of herself with an untrimmed bikini line, in a bikini.

June Canedo.