Keeping Company: Lonely Hearts Launches New Lingerie Line

Lonely Hearts' new fashion-forward lingerie line, Lonely, debuts this month.

Appeared In
Special Issue
WWD Intimates issue 01/25/2010

Lonely Hearts, a seven-year-old Wellington, New Zealand-based fashion label, is finding some love with its new fashion-forward lingerie line, Lonely, designed by Aimee McFarlane, Helene Morris and Steve Ferguson.


Inspired by vintage corsetry, with all bras featuring a Seventies-look soft-cup design, the debut collection of 14 styles launched this month. Fabrics include silks, printed chiffons, satin, lace and hand-dyed polka dots, often with velvet and leather trims. Prices start at 65 Australian dollars (about $60) for the low-rise Triangle Frill Brief in silk, spandex and lace, with bras ranging from 75 to 150 Australian dollars ($69 to $139). In addition to a number of small boutiques across New Zealand and Australia, the collection is available at lonelyheartsclub.co.nz, which was launched this month.