New Zealand's Lonely lingerie brand busts ageist advertising.
New Zealand-based lingerie company, Lonely, has used a 56-year-old muse to front its latest autumn/winter campaign.
Shot by Harry Were, the portrait series features Scottish model Mercy Brewer and aims to challenge societal norms and mainstream media's representation of confident, strong women.
The campaign has already garnered international attention, popping up on English, Australian and US news sites.
Lonely co-founder and designer Helene Morris says that the campaign aims to show a more authentic reflection of beauty.
“The beauty and fashion industries are so obsessed with youth, so often the primary message around age is intervention, which is a frustrating response to such a natural, inevitable process” she says.
Brewer says: “Perceptions of beauty have and always will change, therefore I think we can conclude its standard is not set in stone, and new beauty is always waiting to be discovered.”
“I believe we are in a moment in time where older women's beauty has been a startling revelation. If we don't recognise it, we, every one of us, deny ourselves a future to look forward to” Brewer added.
Previously, actors Lena Dunham and Jemima Kirke modeled the brand across their own social media platforms, as well as Lonely's.