Wednesday, 28 April 2010

Lonely Hearts Club Band

"Here are some things you should know about Lonely Hearts. It’s pretty and sexy at the same time. It’s smart. Clothes can have a sense of humour, and these ones do. But that doesn’t mean they’re hard to wear, in fact, quite the opposite.
Whilst subtly referencing all manner of wonderful pop culture inspirations, from Heathers to motocross,the backbone remains – there is a thoughtful, well-honed emphasis on design, fit, fabrication and clever, original prints.
Since their inception in 2003, the New Zealand-based brand has carefully established their reputation as a label to watch – but in keeping with their youthful, insouciant approach, they tend to do things a little differently to most.
Whether that means a quirky installation or an ethereal, haunting video presentation, Lonely Hearts are known for melding art, design and fashion into one seamless, fascinating experience.
Lonely by Lonely Hearts, a lingerie line established in 2009, is a series of under-delights that runs the gamut from whimsical confections of chiffon and lace to straight-up sexy pieces of mesh and velvet – a direct response to the label’s long time fascination with vintage corsetry and underwear.
Informed by pop culture and shaped by sportswear, Lonely Hearts' garments are wearable, directional and feminine without being overly saccharine. In short, these are the sort of clothes that capture that indefinable ground between who you want to be, and who you are."

Some of the pieces are a bit too "grunge" and edgy for me but some pieces in the new look book are much more my style. Pretty little dresses etc.




Have a look and see what you think:

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