New York – Positive body image is at the forefront of Lena Dunham’s new ad campaign for lingerie brand Lonely.
The pair of photographs capture Dunham and her Girls co-star Jemima Kirke in natural poses rather than conforming to the male gaze. The women, who are shown sitting in the bathroom and helping each other to get ready for a night out, wear minimal make-up and appear to be lit by natural light rather than lighting made to flatter.
Shot in a Brooklyn apartment by photographers Zara Mirkin and Harry Were, the campaign is not only Photoshop-free but also includes Millennial women of all body types who do not model professionally.
‘Instead of being objectified, the women who participate in these campaigns – in this case, Lena and Jemima – are empowered and exhibit real beauty that will hopefully help women everywhere feel a little more liberated,’ a spokesperson for the brand told Dazed.
In 2015 LS:N Global noted the rise of Bare-it-all Branding, a microtrend that shows how brands are encouraging women to enjoy their bodies away from the fetishisation of the male gaze.