The Inclusive Lingerie Label Lonely Launched a Beautiful Maternity Line

Finding cute yet comfortable underthings isn’t always an easy task, and it gets even harder when you’re pregnant. Luckily, our favorite New Zealand-based lingerie label Lonely has moms in mind with their new maternity line, which launches today.

It features two bra styles and a high-waist brief, and, like all things Lonely, is about feeling beautiful, comfortable, and empowered, whether during or post pregnancy.

“Motherhood is a time when women give over their bodies and a large part of their identity to another being,” says label founder Helene Morris in a press release. “Lingerie requirements can often feel symbolic in the process. Lonely Maternity is designed to make mothers feel beautiful and special at a time when they’re often forced to compromise their choices.”

Morris was inspired by her own three pregnancies when creating the collection, which stays true to Lonely’s romantic, feminine aesthetic while touting unique features like easy-open clips for breastfeeding and breast cup linings made from soft, antimicrobial bamboo.

The idea is to blend form and function to make women feel like themselves during what Morris describes as “one of the most intensely beautiful – and intensely challenging – periods of their lives.”

Lonely is best known for their raw, unairbrushed ad campaigns that show women in their own environments. The brand went viral last year for a shoot that featured Lena Dunham and Jemima Kirke lounging in a bathroom, but it was their body-positive tribute to Breast Cancer Awareness Month that truly made us love them.

In that vein, Lonely tapped six new mothers to photograph in the maternity range, including artist Sarah Larnach, radio host Kara Rickard, and anyonegirl founder Yasmine Ganley. The images show the mothers in their own homes, sharing tender moments with their babies. They look happy, and most importantly, they look like themselves. And what more could you really ask for from your underwear?

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