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This Inclusive Brand Is Making Sexy Lingerie You Won't Feel Ridiculous In

“For women who wear lingerie as a love letter to themselves.”

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Billie Underwire Bra ($80)
Photo: June Canedo/Courtesy of Lonely

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Most lingerie brands play the same game, especially when it comes to advertising. You know the scene I’m talking about: a probably blonde, probably airbrushed, definitely sample-size model posing seductively in an exaggerated, bedroom-like setting. Aside from being corny, it’s wildly far from what most women look like in lingerie; even worse, it suggests that any would-be shopper is buying lingerie for someone else first and themselves second, and that’s a problem.

Enter Lonely, a New Zealand label that’s bringing a much-needed dose of reality to the world of intimates. (While you’ll also find swimwear and clothing among the brand’s offerings, its lingerie is without a doubt the star of the show.) Instead of focusing on some marketing executive’s tired perception of what sexy looks like, the label offers an honest, empowering, and inclusive point of view — and some really gorgeous bras, bralettes, and underwear.

The collection itself consists of high-waisted briefs by the dozen, bikini options, and soft cup or underwire bra styles for those who need the extra support. Each piece marries various stretch fabrics with delicate, thoughtful detailing — all-over-lace, satin and mesh accents, and, most notably, playful banded straps. Offered in a rich, custom-dyed palette of black, ivory, dusty pink, and burnt red, sizes run from 30B to 36E.

Penny Underwire Bra ($62) and Brief ($44)
Lilith Midline Bra ($32) and Brief ($16)

The line has been around since 2009, but made a big splash over the past year thanks to its emotive, un-retouched campaign imagery: Photos depicting diverse groups of women — of different ages, races, and sizes — making artful note of every stretch mark, stomach fold, tattoo, and hair.

As a shopper, taking in these images and seeing the pieces modeled on so many different bodies was the first time I looked at lingerie and thought, “I might actually look good in that.” And after trying a set out for myself, I can attest to the fact that my normal, not-sample-size body looks good and feels good in them, too.

While I’m a fan, it’s unfortunate that so much of what Lonely creates is deemed revolutionary, because at the end of day it really is just honest photos of real women in pretty underwear. But as more and more brands begin to follow in its footsteps, like Aerie and & Other Stories, we can only hope that honest and real will soon be the norm.

Lulu Underwire Bra ($80) and High-Waisted Brief ($51); Lexi Soft Cup Bra ($62) and High-Waisted Brief ($47); Lilith Midline Bra ($32) and Brief ($15); Bonnie Soft Cup Bra ($43) and Bonnie Brief ($30).