One of the biggest reasons we love and continue to support Kiwi label Lonely is its determination to stand out and support women of all shapes and sizes, and also women in need. Featured this week on the brand's journal Lonely Girls (an ongoing online series that features candid portraits of inspiring women wearing Lonely in their own way) is Eva McGauley, a 17-year-old with terminal cancer. McGauley dedicates her time to helping youth victims of sexual abuse and has created her own charity organisation, Eva's Wish, as a support platform for those who need it. To coincide with the launch of the charity, Lonely are donating all proceeds of their sales today (June 29) to Eva's Wish.
Lonely has encouraged diversity and body positivity season after season, embracing and supporting women in a truly unique way—earlier this year, 56-year-old Mercy Brewer starred in Lonely's campaign wearing the lingerie in untouched images. So if you've been meaning to purchase superb new undergarments (treat yourself), today's the best day to do so.