Girls Stars Front Unretouched Lonely Lingerie Ad

Creator and star of hit American television show Girls, Lena Dunham and Jemima Kirke are championing the unretouched precedent for Lonely Girls, a journal featuring inspiring women modelling underwear from the New Zealand-based Lonely brand in their own personal spaces.

The journal is part of the Lonely Girls Project, a portrait series launched in 2009. The project aims to subvert female objectification by presenting women in underwear without the sexualisation prevalent in fashion and tabloid media.

A growing resistance is forming against digitally manipulating images in reaction to the heavily filtered photos dominating Instagram that perpetuate impossible standards of beauty.

Sara Ganus, the brand’s account director said: “As an unconventional approach, Lonely aspires to showcase women wearing underwear in a way that we usually don’t see in mainstream advertising and the media. 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 also never retouches a single image.”

Original article by Heather Saul, The Independent, August 25, 2016.