More than half of the adult population wears a bra but buying one can be an exercise in frustration. Having to squeeze oneself into a harshly-lit dressing room with badly-fitting curtains, poor ambience and even poorer service is a guaranteed way to sap both confidence and enjoyment.
Kiwi fashion label Lonely is turning that on its head with its eponymous Ponsonby flagship store, where pared-back elegance and the carefully curated use of natural materials such as stone and salvaged timber have redefined the lingerie-buying experience. So much so, a second store, in Wellington’s Victoria Street, opened in late 2015. It’s a return to form for the Lonely brand, which started in the capital 11 years ago.