Mercy Brewer in Lonely’s Autumn/Winter 2017 lingerie portrait series. Image supplied.
Lonely continue to impress and inspire us with their commitment to celebrating women in their campaigns including their latest one for Autumn/Winter 2017 featuring new muse, Mercy Brewer. The label wanted to create images that celebrate the beauty of growing older and Mercy is a perfect choice.
The Scottish-born model was a punk in the 1980s before walking the runways in Europe with the likes of Kate Moss and Naomi Campbell. Mercy moved to New Zealand with her husband in the early 2000s and came out of her modelling retirement in 2015 picking up work and walking in shows at the past two New Zealand Fashion Weeks. Her fascinating life and independent spirit makes her a wonderful fit for Lonely, who celebrate strong, confident women that challenge societal norms and aren’t always represented in mainstream media.
“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,” says Helene Morris, co-founder and designer of Lonely. “The beauty and fashion industries are so obsessed with youth, but the reality is we are all aging, 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.”
Mercy herself is hopeful that these standards will continue to evolve as time goes on. “Perceptions of beauty have and always will change, therefore I think we can conclude its standard is not set in stone, and new beauty is always waiting to be discovered,” adds Mercy. “I believe we are in a moment in time where older women’s beauty has been a startling revelation. If we don’t recognize it, we, every one of us, deny ourselves a future to look forward to.”
Lonely‘s new Autumn/Winter 2017 collection is available at Lonely stores, stockists and online now with new styles arriving on Wednesday 15th March.