Lonely Hearts
Two lonely hearts who met in 2000, Helene Morris and Steve Ferguson are the creative couple behind the label Lonely Hearts.
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.
This meeting of hearts and minds has gone on to inspire the attention and praise of publications including Russh, Harpers Bazaar, i-D and Womens Wear Daily, with their clothes worn and adored by the likes of Florance Welch (Florence & the Machine), Katy Perry, and influential bloggers Susie Lau (Style Bubble) and Rumi Neely (Fashion Toast)
The brand has quickly become one of New Zealand's best loved fashion labels, known for melding art, design and fashion into one seamless, fascinating experience - whether that means a quirky Fashion Week installation or an ethereal, haunting video presentation.
Likewise, this intersection of influences plays out in the clothing. Informed by pop culture and shaped by sportswear, Lonely Hearts' garments are wearable, directional and feminine without being overly sweet. These are clothes that capture that indefinable ground between who you want to be, and who you are. Each season, Lonely Hearts create a carefully curated series of irresistible dresses, pants, shorts, tees and tailoring that is simultaneously smart and sassy.
"Every collection has a story. We love to reference things like religious cults, 80's pop bands, tennis clubs and motocross culture. The worlds we live in - and don't live in, but are fascinated by - give us our inspirations."
Beyond these quirky pop culture inspirations, the heart of the label remains - a thoughtful, well-honed emphasis on design, fit, fabrication and clever, original prints.
"Lonely Hearts is that indefinable clash of feminine vs masculine. It has its serious side but always maintains a sense of fun; you'll always find subversive versions of our pop culture experiences running through our pieces," explain Helene and Steve.
