Lonely Label (New Zealand) - Casual Cool and Female Power


So this label is more known for lingerie (Lonely Lingerie). For all the realness and modernness, the lingerie is very romantic, and flattering on all body types. But I think their style also translates into apparel. My pick was a classic black knit crewneck sweater. Not too tight, not too loose. A touch of Mohair. I wear it all the time. Great coats and dresses as well!

  • Name: Lonely Label
  • Founder: Helene Morris (designer, I am not sure if she also founded the brand)
  • Country: New Zealand
  • Website: lonelylabel.com
  • Price point: $$100-250
  • My favorite: Her knitwear. It's really classic with a subtle detail that differentiates it.
  • Notes: I love her lonely girls series, where they photograph inspiring women in their own spaces, wearing Lonely pieces. Check it out on the website.