lonely hearts

Clever, subversive and fun, Lonely Hearts has created an image that is distinct, feminine and wearable. Since the label's inception in 2003, it has built a reputation of creating a look that is imaginative, chic, distinct, and above all else wearable.  The designs, which reference music, sport and icons of pop culture, reflects the dark, intellectual 'New Zealand look' but with...

+ more designer profile

Clever, subversive and fun, Lonely Hearts has created an image that is distinct, feminine and wearable. Since the label's inception in 2003, it has built a reputation of creating a look that is imaginative, chic, distinct, and above all else wearable.

The designs, which reference music, sport and icons of pop culture, reflects the dark, intellectual 'New Zealand look' but with a light-hearted approach. Fabrics in Hard vs Soft, heavy vs light and textural contrasts, worn together in unison or paired in disparity are key in every collection.

Freestyle Moto X and protective outerwear spawned the AW09 collection Electric Doom, which took the usual play on sport elements, added ethereal layers of muddy floral silk, lace and chiffon, anchored by leather, wool and grunge checks to create a look described as modern grunge revival.

In every collection Lonely Hearts maintains it's credibility and indifference to popular expectations of fashion, often adopting an outsiders view of trends themes and ideas, presenting collections that are distinct, considered, and fun. Though calling the urban skyline of Auckland home, the label's fans span the globe.