Lonely Hearts Club is a label so street wise you won’t have to worry about looking stylish- in one of these pieces you are bound to instantly. Lonely Hearts Club was formed in 2003 amongst three friends with a penchant for quirky prints, fine fabrics and clothing that pulls attention. The designers of this New Zealand based label, Aimee McFariane, Helene Morris and Steve Ferguson, each share backgrounds in fashion and graphic design and all longed for a label that was always unexpected and definitely unusual. Lonely Hearts was born into a fashion industry with a severe lack of quirky and entertaining clothing, and it quickly filled this popular market.

Add It Up S/S/ 09, fuses lace with leather, mesh with shredded cotton and gothic detailing with ultra femme pieces. The unusual clashing of cultures, influences and style is the backbone of the Lonely Hearts aesthetic and personality. Whilst black and white feature prominently through each season, loud prints, and an often bizarre use of layering (this season sees bike pants and lace underwear mixed together), are also staples of the label’s overall look.

With a name that hints towards one of The Beatles most famous albums, it is no coincidence that Lonely Hearts derive much of their influences from musical eras gone past. Their latest collection features pieces that directly point to bands like the Violent Femmes and Salt N’ Pepa. Each garment is made specifically to be worn in an over-sized manner (except for this figure hugging corsets and body suits), and this slouchy approach goes hand in hand with the relaxed, layered aesthetic of the overall collection. With detachable sleeves and cut-out t-shirts, Lonely Hearts have created a new approach to clothing- they want the wearer to vary the way each piece is worn. The collection is basically intended for the wearer to play around and mix and match with pieces and layering. It’s kind of like playing dress ups as little kid again, but this time with high fashion!

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images courtesy of lonelyheartsclub.co.nz

words by Jenna Black