Lena Dunham's 100% Unretouched Lingerie Ad Is Empowering AF

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Real and raw is beautiful.

One of the things that's admirable about Lena Dunham is her fearlessness, especially when it comes to her body. On Girls, she's often partially naked or dressed in clothing that's not exactly flattering. It seems as if she doesn't care, and is trying to show that women's bodies vary but all are beautiful in their own ways. I admire her body confidence and strength.

Lonely, the New Zealand lingerie brand, has a reputation for using an unconventional approach with their marketing, and for celebrating the strength and individuality of women. The lingerie, swimwear, and clothing they create empowers and celebrates women of all body types who wear them.

Their website says, "Fostering a sense of positive body image and freedom of expression, Lonely eschews conventional marketing, bringing its collections to life via the Lonely Girls Project, a journal featuring women around the world from all walks of life captured wearing Lonely in their way."

Lonely's latest installment features childhood friends and Girls co-stars Lena Dunham and Jemima Kirke lounging in their underwear in a bathroom, and the pictures seem incredibly real.

One reason they seem so natural is that the photos haven't been retouched. In fact, Lonely never retouches any of their images.


Photo: Lonely

Lena wears the gorgeous Penny bra and underwear set described as "a lacy matching pair in seafoam green featuring a criss cross ribbon detailing at the waist and across the plunging V-neckline." Jemima's look is described as "Jemima frees the nipple in the Bonnie sheer pastel purple set with lace detailing around the bust and waist."

Since no outfit is complete without lipstick and red is appropriate for any occasion, each woman wears matching red lips.

What slumber party doesn't involve girls putting makeup on each other?


Photo: Lonely

In the second picture, Lena's in Winona Oxblood and Jemima wears Gigi Underwire. It's clear from the photo that even though this is a lingerie campaign, these two women share a deep connection. Their openness and vulnerability with each other and the viewers is more naked than their bodies.

As Lonely says, "Lonely Girls is our ongoing journal series featuring candid portraits of inspiring women in their own spaces wearing Lonely, their way." And it looks as if they've achieved it with this new photo campaign.