Kiwi's Lonely lingerie campaign soars with real woman star power

Lena Dunham wears Lonely lingerie. Photo / @lenadunham

It's been a big month for Kiwi lingerie label Lonely, which launched an international marketing campaign and is opening its third store.

The label's latest campaign, Lonely Girls project, features Girls actresses Lena Dunham and Jemima Kirke posing for the label in a photoshoot in Brooklyn, New York.

Gigi Hadid wears Lonely lingerie. Photo / @GigiHadid

Dunham is a long-time fan of the brand and has previously shared photos of herself wearing the lingerie. She joins a group of international celebrities that have also been spotted in the line, including Lorde, Kim Kardashian and model Gigi Hadid.

Lonely Hearts Facebook page has more than 52,000 likes with its Lonely Girls project Instagram page amassing more than 22,500 followers.

Is campaign has been a huge success with fans from around the world posting pictures in their lingerie and tagging themselves in the campaign.

The brand was founded in Wellington in 2003, when Massey University graduate Helene Morris, began designing and making clothes.

Lonely - an extension of the Lonely Hearts clothing brand - was launched in 2009 and has since been picked up by top retailers in the United States, UK, Australia and Japan.

The company already has flagship stores in Wellington and Ponsonby, and its third retail store will be opening in Newmarket on Friday, reflecting its growing popularity.

The company is well known for advocating for real women, catering to all shapes and sized, without using Photoshop or retouched photos of models.