The start of a new season can only mean one thing - a whole host of beautiful new collections launching from some of our favourite designers. And there’s no one we look forward to more than Lonely Lingerie, who continue to seduce us with the dreamiest selection of underwear. Today sees the launch of their ‘Sophia’ collection, accompanied by a campaign promoting femininity in all its forms, shot against the sun-splattered backdrop of Tel Aviv.

The images are the product of a girl gang to be reckoned with - Petra Collins, Zara Mirkin and Mayan Toledano. Petra is one of our favourite young photographers, continuing to captivate us with her girly aesthetic and frank portrayal of the female form and Mayan is one half of the It’s Me and You duo; a nostalgic glimpse of girlhood through clothing, prints and photography.

The images transport us to far-stretching oceans and sandy mountain ranges, where pastel-haired babes recline in Lonely’s sumptuous designs. Autumn/Winter features cross-back satin bras in blush tones, luxuriously sheer high-waisted knickers, plenty of soft stretchy materials and multiple criss-cross strapping for something with a little more drama.

The campaign series shatters any stereotypes of meticulously airbrushed underwear shots, instead capturing bodies at their best and most endearing, against a naturally magnificent landscape. The Lonely Girls once again transmit a message of body positivity through their imagery, reminding us that their designs are for ‘women who wear lingerie as a love letter to themselves’ - and we adore them that little bit more as a result.

The ‘Sophia’ Collection launched in Net-a-Porter and Selfridges today as is now available to buy.

Photography: Petra Collins, Zara Mirkin and Maya Toledano

Words: Lucy Vincent