New Zealand lingerie brand Lonely has once again scored a marketing coup after it unveiled its new range modelled by 56-year-old model Mercy Brewer.
Lonely has a long history of using “real” people in its campaigns and refuses to photoshop or doctor images in its campaigns. The company said it wanted to create images that “celebrate the beauty of growing older” and enlisted Brewer who’s been a professional model (and former punk) since the early 80s.
Helene Morris, co-founder of Lonely, said of the campaign: “At Lonely, we feel that it is important to challenge what we see in our media with a more authentic reflection of beauty and hope to grow people’s visual vocabulary.
“The beauty and fashion industries are so obsessed with youth, but the reality is we are all ageing, and there are so many wonderful things about growing older.
“So often the primary message around age is intervention, which is a frustrating response to such a natural, inevitable process,” Morris said.
Commenting on how her body has changed over the years, Brewer added: “Well I’m not one for swimming upstream, I just accept it for what it is, it does the job.”