Lonely (fashion label)  Lonely is a lingerie, swimwear and clothing label based in New Zealand. It was established in 2009 by Helene Morris and Steven Ferguson, who had created the Lonely Hearts Club label in 2003. Lingerie from the Lonely label has gained a cult following and is often worn by celebrities such as Kylie Jenner. The label is known for embracing body positivity by using a diverse range of models and by not retouching photos. In 2017, to promote body positivity, Lena Dunham and Jemima Kirk starred in a series of untouched photos wearing the brand's lingerie.