Karen Walker – one of New Zealand’s biggest fashion exports – made the news over the weekend with her decision not to show at New York Fashion Week this season. She’s been a regular on the New York fashion circuit for a decade but has just announced that with the changes in social media marketing New York no longer works for her. You can read more about it here. Brave call for a brave designer and it is testament to her status and influence that this decision isn’t likely to hurt her sales.
The Karen Walker aesthetic captures a sense of eccentric elegance and her clothes and accessories are beloved around the world, including by personalities such as Alexa Chung, Lorde, Rihanna, Gigi Hadid and Florence Welch. Come in and experience the Karen Walker phenomenon with a new spring range that is all about colour and distinctive patterns.
“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.”
These are the words of Helene Morris, Lonely designer, who along with Steve Ferguson makes up the Auckland-based Lonely duo. The Lonely Girls Project focuses on real women – of many sizes and shapes – being photographed in their underwear. And it is due to this refreshing approach to marketing, as well as the beautiful designs, that Lonely is fast gaining cult status across the globe.
These guys are big on Instagram. Follow along to find out more about the Lonely Girls Project.
Lonely celebrates women’s strength and individuality with beautiful, and comfortable, lingerie, swimwear and clothing. This latest spring summer 2016 range was inspired by the movie Ghost World, starring Thora Birch and Scarlett Johansson.
Lonely is appealing to a broad range of women here in Marlborough – all ages are snapping up the lingerie and enjoying the flexibility of the clothing which can be dressed up or down. We’ve had great feedback and there’s more lingerie and lounge wear arriving at the end of the month and then again in November, when the swimwear will make its appearance.
Come in store and see what all the fuss is about. Our wonderful staff in womenswear would love to help you discover the Karen Walker and Lonely collections for yourself.
Image credit: In-store photographs by Peter Burge