GIRLS in Lingerie: Unretouched and in Touch

By: Ryann Casey


GIRLS stars Lena Dunham and Jemima Kirke model for an unretouched lingerie campaign with New Zealand based body positive design brand Lonely. Lonely celebrates the strength and individuality of women by bringing their creations to life through the Lonely Girls Project that features women wearing Lonely Lingerie their own way in their everyday lives. The brand never retouches a single image.


Campaigns like this speak to the intelligent and self-loving women who understand that the images portrayed in magazines and traditional advertisements are retouched beyond recognition. The unattainable and unnatural portrayal of beauty is damaging to women and young girls who try to emulate something that isn’t even physically possible, perpetuating a slew of issues from negative body image and low self esteem to body dysmorphic disorder. Lonely allows women to see what their lingerie really looks like on a normal body, and understand that beauty comes in all shapes and sizes.



Lonely designer Helene Morris describes the brand as “For women who wear lingerie as a love letter to themselves.” Portraying an image of real women in their own environment is empowering because it brings the view back to the female instead of the objectifying male gaze. The insane idea that women’s sole (or at least main) purpose is to enhance their attractiveness to men is still present today despite the modern female who is ever growing and thriving in all aspects of life from work to play.



“Instead of being objectified, the women who participate in this journal series – in this case, Lena and Jemima – are empowered and exhibit real beauty that will hopefully help women everywhere feel a little more liberated,” the brand declared. Presenting lingerie through the eye of the everyday woman takes away the hypersexualization of females and replaces it with a feminine confidence, portraying women who wear what they want, how they want to in the comfort of their own bodies, without society dictating what they should or should not wear.


Women can wear whatever they want, and the sole purpose of buying clothing is to make ourselves feel happy, pretty, sexy, empowered, confident, and however else we want to feel. We want to feel good in your own skin for ourselves, not at the mercy of someone else’s pleasure. Believe it or not our mental capacity expands beyond self obsession with how others view us. We’re busy having careers, educating ourselves and creating. We have better things to do with our time and talents than obsess over our bodies in hope that men will find us sexually attractive. Yawn.




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