The New Zealand lingerie label keeps challenging perceptions of beauty.
Model Mercy Brewer is fronting a new campaign for Lonely lingerie, which celebrates the beauty of growing older.
The New Zealand label, which embraces female diversity in all forms, cast Brewer, who is in her 50s, as the new face and body for its stunning shoot.
The portraits feature the model wearing lingerie sets from the brand’s latest range and were shot by Harry Were, against the moody backdrop of a historic homestead.
As well as being a former 80s punk, Brewer also modelled in her youth with fashion frontrunners of the time, Kate Moss and Naomi Campbell.
Lonely designer Helene Morris said Brewer’s strong, confident spirit captured the brand’s philosophy perfectly.
While the campaign celebrates female diversity, she said, it also strives to challenge conventions of beauty, especially those around women and aging.
“The beauty and fashion industries are so obsessed with youth, but the reality is we are all aging, and there are so many wonderful things about growing older.”
“So often the primary message around age is intervention, which is a frustrating response to such a natural inevitable process.”
The Scottish ex-pat who now lives in New Zealand with her husband, said recognising older women’s beauty gave us all more hopeful future.
“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.
“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.”