Seen one lingerie campaign, seen them all, right? Usually the models brands choose to showcase their smalls follow a particular ‘perfect’ pattern. Perfect body – slim, perfect skin – flawless, perfect age – young. But not Lonely Lingerie. The New Zealand based underwear company are happily breaking the model mould by featuring a model in her 50s as the star of their latest campaign.
Shot by photographer, Harry Were, the beautiful images feature 57-year-old model, Mercy Brewer, as the star of the labels autum/winter 2017 campaign. And boy is she rocking it!
Originally born in Scotland, Mercy has been modelling since the 80s, so unsurprisingly wasn’t fazed by having to strip to her smalls.
“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,” she said of the campaign.
“I believe we are in a moment in time where older women’s beauty has been a startling revelation. If we don’t recognise it, we, every one of us, deny ourselves a future to look forward to.”
It isn’t the first time Lonely Lingerie has chosen a model that is less represented in the fashion industry, in fact the brand has a history of championing diversity and featuring women of different shapes, sizes and ages. Last year, the label featured transgender model Aurel Haize Odogbo in a campaign that made headlines for all the right reasons.
Speaking about this year’s campaign starring Mercy, Lonely co-founder and designer Helene Morris, said they hoped to challenge conventional attitudes to ageing.
“The beauty and fashion industries are so obsessed with youth, but the reality is we are all ageing, and there are so many wonderful things about growing older,” she said.
“So often the primary message around age is intervention, which is a frustrating response to such a natural, inevitable process.”
Think the lingerie industry just found itself a new muse.
What do you think of the campaign? Let us know @YahooStyleUK