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.

This story first appeared in the January 25, 2010 issue of WWD. Subscribe Today.


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, which was launched this month.

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