It’s Wholesale Babydoll Lingerie an industry that is famously obsessed with flawlessness and youth.
But from Joan Didion for Celine to Vanessa Oktoberfest Costume Redgrave for Gucci, in recent times the fashion world has woken up to the power of the older woman as model.
The latest label to join the fantastic vxyvx001 silver fray is New Zealand-based lingerie company, Lonely Lingerie.
The label’s autumn/winter Oktoberfest Costume 2017 campaign features 57-year-old model, Mercy Brewer, as its star.
New Zealand-based lingerie label, Lonely Lingerie, have cast 57-year-old model, Mercy Brewer (pictured), as its star for their new campaign
Mercy Brewer has been captured for the autumn/winter 2017 campaign in several outfits.
In the striking campaign images – which were shot by photographer, Harry Were, 57-year-old Mercy can be seen in several covetable pieces of lingerie.
From black lacy bras to French-inspired two pieces, each look is fabulously modelled by Mercy’s long, lean frame and striking looks.
The photo shoot was captured inside one of New Zealand’s historic homesteads.
‘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,’ Mercy said of the campaign.
‘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.’
The images were shot by photographer, Harry Were – inside one of New Zealand’s historic homesteads (pictured)
‘Perceptions of beauty have and always will change, therefore I think we can conclude its standard is not set in stone,’ Mercy said
‘I believe we are in a moment in time where older women’s beauty has been a startling revelation,’ the 57-year-old also said
Speaking about the campaign, Lonely co-founder and designer Helene Morris, said that Lonely intended to challenge traditional attitudes to ageing.
‘The beauty and fashion industries are so obsessed with youth, but the reality is we are all ageing, and there are so many wonderful things about growing older,’ she said.
‘So often the primary message around age is intervention, which is a frustrating response to such a natural, inevitable process.’
Speaking about the campaign, Lonely co-founder and designer Helene Morris, said that Lonely intended to challenge traditional attitudes to ageing
‘The beauty and fashion industries are so obsessed with youth, but the reality is we are all ageing, and there are so many wonderful things about growing older,’ she said
Mercy herself is originally from Scotland – she spent the 1980s modelling in London with the likes of Kate Moss and Naomi Campbell, before later moving to New Zealand with her husband
Historically, Lonely Lingerie have carved out a name for themselves, for featuring women in all shapes and sizes and from all walks of life
Mercy herself is originally from Scotland.
She spent the 1980s modelling in London with the likes of Kate Moss and Naomi Campbell, before later moving to New Zealand with her husband in the early 2000s.
Historically, Lonely Lingerie have carved out a name for themselves, for featuring women in all shapes and sizes and from all walks of life.
Famously, the label had a campaign featuring the transgender model, Aurel Haize Odogbo, last year.
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