Zara Mirkin and Harry Were—Lonely Girls Project
Wellness

Lena Dunham and Jemima Kirke Star in Body-Positive Lingerie Campaign

Aug. 25, 2016

The campaign is a rebuke to traditional lingerie advertising

Girls actresses Lena Dunham and Jemima Kirke are the stars of a new body-positive lingerie ad campaign.

Dunham and Kirke shot the un-retouched campaign for Lonely, a New Zealand underwear brand that aims, according to its website, to “celebrates the strength and individuality of women and creates lingerie, swimwear and clothing that embraces and empowers them.” The photos are part of the the brand’s Lonely Girls Campaign, a series of Photoshop-free photographs of women wearing the brand in their own spaces as a rebuke traditional lingerie advertising.

Follow Motto on Facebook.

“Instead of being objectified, the women who participate in these campaigns—in this case, Lena and Jemima—are empowered and exhibit real beauty that will hopefully help women everywhere feel a little more liberated,” the brand said in a statement to Dazed.

Dunham has criticized the overuse of Photoshop before, and announced in her newsletter in March that she would no longer allow magazines to alter photographs of her. “I don’t recognize my own f—- body anymore,” she wrote.