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Last year we animated at the diverse, body-positive lingerie ads from New Zealand based cast Lonely Label.

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They showed women of altered contest and anatomy types with basal retouching. There was alike an unshaved armpit.

It was a ablaze anniversary of lingerie actuality for whoever the f*** wants to abrasion it – not aloof the air-conditioned bass models frolicking on the bank you see in best ads for adorned pants.

This time around, Lonely Characterization are beating home that bulletin by recruiting 56-year-old archetypal Mercy Brewer for their new campaign.

Because, aloof to be clear, lingerie is not aloof for 20-somethings models. It’s for everyone.

And Mercy is addition account recognition.

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Born in Scotland, Mercy been clay back the 1980s, arena an alive role in the UK’s jailbait arena while active in squats in London with Kate Moss and Naomi Campbell. So she’s appealing blood-soaked cool.

Lonely said they capital to actualize images that ‘celebrate the adorableness of growing older’. Photographer Harry Were took the pictures in Mercy’s home in New Zealand, to abduction who she is – not aloof what she looks like.

‘At Lonely, we feel that it is important to claiming what we see in our media with a added accurate absorption of adorableness and achievement to abound people’s beheld vocabulary,’ said Helene Morris, the co-founder and artist of Lonely.

‘The adorableness and appearance industries are so bedeviled with youth, but the absoluteness is we are all aging, and there are so abounding admirable things about growing older.

‘So generally the primary bulletin about age is intervention, which is a arresting acknowledgment to such a natural, assured process.’

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True that. It’s such a abashment that the cutting representation of adorableness is a attenuated definition: slim, white, and always, consistently young.

But Mercy is hopeful for change: ‘Perceptions of adorableness accept and consistently will change, accordingly I anticipate we can achieve its accepted is not set in stone, and new adorableness is consistently cat-and-mouse to be discovered.

‘I accept we are in a moment in time area earlier women’s adorableness has been a amazing revelation.

‘If we don’t admit it, we, every one of us, abjure ourselves a approaching to attending advanced to.’

So get on board, people. Recognise that age and adorableness are not mutually exclusive, and you don’t aback lose the appropriate to be adorable already you’re over the age of 30 – no amount what the appearance industry may acquaint you.

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(Picture: Harry Were/Courtesy of Lonely)

(Picture: Harry Were/Courtesy of Lonely)

(Picture: Harry Were/Courtesy of Lonely)

(Picture: Harry Were/Courtesy of Lonely)

(Picture: Harry Were/Courtesy of Lonely)

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(Picture: Harry Were/Courtesy of Lonely)

(Picture: Harry Were/Courtesy of Lonely)

(Picture: Harry Were/Courtesy of Lonely)

(Picture: Harry Were/Courtesy of Lonely)

(Picture: Harry Were/Courtesy of Lonely)

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(Picture: Harry Were/Courtesy of Lonely)

(Picture: Harry Were/Courtesy of Lonely)

(Picture: Harry Were/Courtesy of Lonely)

(Picture: Harry Were/Courtesy of Lonely)

MORE: Panache chose models for its new lingerie attack based on their achievements, not aloof their bodies

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Lonely Lena Underwire Bra in Black | Undone – lonely label bra | lonely label bra

MORE: Why this appearance cast is auspicious men to apprehend added books by women

MORE: International Women’s Day 2017: In chat with ethical women’s appearance characterization founder, Sophie Slater

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