Lonely Label’s Body Positive Campaign Just Changed the Way We Look at Lingerie

There’s not much to it but ironically, lingerie can easily become one of the most intimidating clothing departments to dive into. With most lingerie models rocking an ultra slim bod that you may not relate to, it can be hard to imagine yourself looking good in the same sort of getup. To combat that way of thinking, New Zealand-based lingerie brand Lonely has just released a spring lookbook featuring two women with totally different body types looking insanely stunning in the label’s newest pieces.

Founded by women, for women, Lonely’s empowering tagline reads, “for women who wear lingerie as a love letter to themselves.” The photo series features artist and photographer Arvida Byström and body positive pioneer Paloma Elsesser as the two models.

From armpit hair to cellulite to stretch marks, all of the photos evoke one common theme: total realness. These ladies have all the same quirks and imperfections we do and yet they look super beautiful in Lonely’s sexy pieces. Reminiscent of And Other Stories’ similar lingerie campaign, these sort of diverse lookbooks are doing wonders to combat the idea that you have to have a super-thin bod to look good in intimate apparel.

Pair this inspiring series with plus-size model Ashley Graham’s historic debut in Sports Illustrated and it really seems as though 2016 is off to a pretty (body) positive start.

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(Photos via @zaraeloise and @lonelylingerie)