lonely lonely girl project Lena Dunham Jemima Kirke


Lena Dunham and Jemima Kirke (almost) took it all off for the latest installment of the Lonely Girls Project.

A portrait of the actresses and friends in lingerie, shot in New York by Zara Mirkin and Harry Were, will be featured in the online project, which shows women in their own environment wearing styles from New Zealand-based lingerie and swim brand Lonely.

Lonely said it “aspires to showcase women wearing underwear in a way that we usually don’t see in mainstream advertising and the media.”

The photos in the series are never retouched and appear on Instagram and the brand’s web site. Helene Morris founded Lonely in 2009 and seeks to create looks for women “who wear lingerie as a love letter to themselves.”

Dunham’s worn Lonely before, posting a photo of herself in the brand’s lingerie last year that has received 101,000 likes and 6,544 comments.

That was no doubt a boost for the brand, which sells lingerie, swim and apparel and has boutiques in Auckland and Wellington in its native country and is sold through wholesale accounts and online internationally.

Dunham — writer and actress on “Girls” — is used to making fashion statements, having stepped out at the CFDA Awards in June in Creatures of the Wind and high-heel bunny slippers.

The comedian also frequently chimes in on weightier matters.

She spoke up on abortion and women’s rights earlier this year and produced an HBO documentary, “Suited,” on custom suiting for the LGBT community.

All of that jives with the general thrust of Lonely’s brand message and the Lonely Girls Project. The brand noted, “Instead of being objectified, the women who participate in these campaigns — in this case, Lena and Jemima — are empowered and exhibit real beauty that will hopefully help women everywhere feel a little more liberated.”

The empowering virtues of fashions that are revealing — or not — is a topic that’s been increasingly on air, for instance, with the Islamic fashion industry weighing in (with more than a little bewilderment) at the burkini ban in France, arguing that the full-coverage swim styles are liberating for Muslim women.

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