When creating her lingerie brand in 2009, Helene Morris set her sights well beyond style concerns. With Lonely lingerie, she hopes to empower women to accept and love their bodies, to feel confident in their differences and individualities. She sees the brand as something of a manifesto “for women who wear lingerie as a love letter to themselves”. Comfort, self-confidence and a positive body image: this is the ethos fostered by Lonely lingerie.