We live in a world where all the images that are presented to us on a daily basis are heavily photoshopped, giving us unrealistic expectations of the human body and considering the alarming rates of young males and females suffering with body dysmorphia and negative body image, changes are overdue.

However there is always hope when brands like Lonely exist, the New Zealand-based lingerie retailer has a strict policy of only using unedited photos. The brand heavily focuses on promoting a positive body image to their customers, creating underwear that embraces and empowers the women who wear it.

The coolest part about this story is that feminist Lena Dunham and her comrade Jemima Kirke are the new faces of the brand’s campaign. The two power-girls are the epitome of female empowerment and the photos just give further evidence of it.

You can purchase Lonely underwear here

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