Lena Dunham and Jemima Kirke chill out for new lingerie campaign

Lena Dunham has teamed up with her "Girls' co-star Jemima Kirke to star in lingerie brand Lonely's new campaign.

Photographer Zara Mirkin shot the actresses in Brooklyn, New York, for the candid campaign, with portraits posted on Lonely's Instagram account showing the pair hanging out in ordinary-looking bathroom setting, while modelling some of the label's laciest pieces. Dunham, perched on the bathtub, rocks the olive green Penny Mist and Winona Oxblood combination, while Jemima wears Bonnie Powder Blue and Gigi Underwire.

New Zealand-based brand Lonely has made a name for itself as an alternative player in the swimwear and underwear market, thanks to its unconventional marketing strategies. Designed "for women who wear lingerie as a love letter to themselves," the brand's campaigns center on the ‘Lonely Girls Project,' a sort of visual diary that features women captured wearing its pieces in their own way. The candid images are unretouched and unapologetic, and aim to foster a sense of individuality and positive body image.

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Dunham is, of course, something of a poster girl for modern millennial female empowerment, but Lonely's frank approach to advertising is part of a wider growing trend. Last year, fashion label & Other Stories unveiled a headline-grabbing unairbrushed lingerie campaign starring models with underarm hair, tattoos and scars, which went viral almost instantly. Meanwhile earlier this year, US lingerie and loungewear brand Aerie attracted attention for naming the UK plus-sized model and National Eating Disorder Association (NEDA) advocate Iskra Lawrence as its new #AerieReal Role Model. The brand openly eschews retouching, its #AerieReal unairbrushed campaign concept has featured Emma Roberts in an unretouched intimates ad and a grand-scale unretouched selfie atop Miami Beach, featuring hundreds of real women in Aerie swimwear.