The 'Lonely' lingerie brand runs a project called 'Lonely Girls' that puts a spotlight on inspiring women in their own spaces sporting items from the brand. The newest addition to the project features unretouched campaign images of Lena Dunham and fellow Girls star Jemima Kirke.
Lonely sets itself apart as a brand by forgoing the use of Photoshop and offering a view into the way women often choose to wear their own lingerie that's not depicted in mainstream media. The brand describes that: "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."
Dunham's participation in the body-positive project with Lonely follows a controversy with Spanish magazine Tentaciones that involved accusations of her image being retouched.
Untouched Lingerie Ads
Lena Dunham and Jemima Kirke Star in These 'Lonely' Lingerie Ads
Trend Themes
1. Unretouched Lingerie Campaigns - Opportunity for lingerie brands to differentiate themselves by promoting body positivity and showing unretouched images in their campaigns.
2. Body-positive Marketing - Disruptive innovation opportunity for brands across industries to embrace promoting inclusivity and body positivity in their marketing strategies.
3. Celebrity Endorsements for Authenticity - Opportunity for brands to work with celebrity ambassadors who showcase and promote authenticity in their images and message.
Industry Implications
1. Fashion Industry - Fashion brands can take inspiration and new directions from the body-positive messaging and unretouched campaigns used in the lingerie industry.
2. Beauty Industry - The beauty industry can benefit from embracing body positivity and using images of real people with diverse body types and skin tones in their campaigns.
3. Entertainment Industry - Entertainment brands should leverage the power of celebrity ambassadors to help promote body-positive values and showcase authenticity through their marketing efforts.