Lonely flagship store




I dunno about you, but I love me a flagship store - the opportunity to see a brand embodied in one space, a brand brought to life not only by seeing one entire collection of products in one place, but by the interior design choices - the accents, all the little details. It's also super exciting to see NZ brands and the NZ design scene in general growing up to a stage where our flagships and concept stores are equally as good as those you might see in New York or London. The Lonely Hearts label has just opened its first Lonely flagship in Ponsonby (170 Ponsonby Road), Auckland. The store has the full Lonely Hearts ready-to-wear range, plus all the Lonely lingerie (for girls who buy lingerie as a love-letter to themselves), swim and lounge pieces.

The interior was designed in collaboration with NZ designer Rufus Knight, and features beautiful details like oak herringbone parquet floors, accents of brass and marble, huge, luxurious changing rooms and a sparkling water tap. Yes thanks, I'd love to go and try on lingerie and drink sparkling water and feel like a million dollars. 

Also, can we take a moment to do a small dance of achievement for Lonely lingerie, the lacy-little-things sister brand to Lonely Hearts clothing? Designed for women who buy lingerie as a love-letter to themselves, the brand's signatures include cut-out straps, long-line bras and inky blue and emerald lace. Over the past 18 months, the world has discovered this stunning little NZ brand and fallen in love with it - it's now stocked in 100 of the best department stores and high-end boutiques globally. That's amazing. 

Two of my faves from the Lonely lounge and lingerie collections


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