the perfect summer festival wardrobe:: lonely hearts

i'm not quite sure how to begin this. mainly because i am still completely stunned by this line. lonely hearts that is.

you might be thinking to yourself:: wow. the clothing has a very distinct edginess about it yet hints at some distant or vintage femininity. well, at least that's what captivated me when i first came across their collections. some parts reminded me of 1994's the craft, some parts reminded me of a woman i'd seen in pictures of woodstock in 1969, some parts reminded me of a futuristic, ethereal being that has yet to be discovered.

i think all of these unique parts can be can be identified just by looking at the diverse backgrounds of the design duo that is lonely hearts. that would be helene morris and steve ferguson. forging not only a partnership in the field of fashion but also in their personal lives makes for a very lovely and successful collaboration. 


"established in 2003, the new zealand-based brand combines the pair's backgrounds in fashion and graphic design: steve, an ex-professional snowboarder, brings a street and punk influence which manifests in a body conscious, DIY aesthetic; whereas helene’s more delicate sensibilities draw from a long family history of dressmaking, textiles and an obsession with vintage lingerie."

the label has garnered excitement from the likes of the industry's top marksmen:: wwd, harper's bazaar and i-D. along with developing a resume of devout supporters:: florence welch {florence & the machine, rumi neely {fashion toast} and susie lau {style bubble}.

but what i love most about this label is a bit deeper - beyond the design. it is the fact that they have melded each line with the perfect combinations of art, design and fashion to create a surreal experience for the wearer. for proof, just look at their undeniably quirky fashion week installation or their haunting video presentation.

it's labels like lonely hearts that give the industry integrity as well as a soul.