For one lingerie brand called Lonely, the women who wear their pieces are so much more than customers — they're positive, strong, confident, women "who wear lingerie as a love letter to themselves."
In an email, founder and designer Helene Morris told A Plus that the New Zealand-based line has a "mission to create positive differences in the lives of women; self-acceptance is part of this belief."
"I think so much traditional lingerie advertising is that of women wearing lingerie for men's gazes or outward approval, whereas our message is that you should wear it for you," Morris continued. "We hope our pieces are the ultimate love letter to yourself and that they make you feel special and beautiful. It's about seeing yourself in your truest form and being happy with it."
Most recently, Lonely launched their Autumn/Winter 2016 campaign alongside a photo series featuring nine women of all shapes, sizes, ethnicities and backgrounds rocking the latest looks. These brilliant women each have their own inspirational story to tell, which is especially refreshing given that they are greatly underrepresented in fashion, an industry that so often celebrates only one type of beauty.
"Things like photoshopping our blemishes, only representing one size and ethnicity — these things are really damaging to women's confidence, and we want to show them the possibilities of a world where diversity is celebrated," she told A Plus.
When asked why it's important for women to celebrate and support one another, Morris keeps it simple: "In order to gain equality and not continue stereotypes we must join forces and work together," she says.
And that can inspire positive change.
Finally, Morris hopes women feel strength and independence while wearing Lonely lingerie, and it's a sentiment we hope more and more brands keep in mind when designing for women — that is, all women.
Check out more photos from the campaign below: