Hirschy is the name of the SS14/15 collection from the New Zealand label, Lonely. It expanded into a lingerie line five years ago and has just released its second loungewear collection.

“Loungewear was a natural extension to our lingerie,” says the label’s designer and director, Helene Morris of the slip, robe, teddy and pyjama sets. “We worked with watercolour artist Sarah Larnach on original prints like an inky watercolour corn repeat and deconstructed dots which we printed on cotton silks and softest sandwashed cupro.” Equal value is placed on form and function in silk slips, kimonos adorned with dashes of paint and gauzy draped dresses.

“At the heart of Lonely is the person and how the pieces make them feel,” says Morris. This individualistic approach has seen the development of a ‘Lonely girl’ associated with Morris’ products.

Wearing a bra like a T-shirt, desexualized and relaxed, this girl is comfortable in her own skin. “I love that Lonely girls have the confidence to wear our pieces as outerwear and our Loungewear is certainly an intentional continuation of this idea. We are looking to re-define the traditional sense of why and how these items are worn,” explains Morris.

Each Lonely lingerie collection is named after a muse. This season Sophie Hirschfelder brings an androgynous swagger to intricate cobwebs of lace and velvet. Hirschy’s offbeat palette of ink blue and mulberry, cut out details and Chantilly lace drew inspiration from Timm Rautert’s stirring 1970s photographs of a reclusive Amish community in Pennsylvania.

The collection will be promoted in its unique ongoing advertising campaign, The Lonely Girls Project, which features young artists and models photographed by Zara Mirkin. “We needed to forgo the traditional advertising model for lingerie and decided to photograph woman wearing their favourite Lonely pieces in their own way, in spaces where they are most comfortable and relaxed,” explains Morris. Artist Petra Collins and model Teresa Oman are among those in images that capture natural femininity intended to empower every Lonely wearer.

The Hirschy range will be in store from August.

lonelyheartslabel.com