Inspired by vintage lingerie and a desire to express natural feminine beauty, New Zealand brand Lonely was founded in 2009 by Lonely Hearts head designer Helene Morris and partner Steve Ferguson.

Sensuous and romantic, Lonely approaches underwear with a fresh eye and modern sensibility with innovative cuts that support cup sizes from A to E while retaining the natural shape and comfort of the trademark soft cup styles.  

With former Stella McCartney designer Ella Sarjant at the helm, Lonely is beloved for its fantastic fits, and empowers women of all body types to feel beautiful and independent.