Mercy Brewer stars in Lonely Lingerie campaign
New Zealand lingerie brand Lonely is celebrating older women by casting Mercy Brewer, who's in her 50s, in its latest campaign.
Shot by Harry Were, Brewer wears sets from Lonely's autumn winter 2017. She sees the images as part of an evolution of what we consider beautiful.
"Perceptions of beauty have and always will change, therefore I think we can conclude its standard is not set in stone, and new beauty is always waiting to be discovered," she said.
"I believe we are in a moment in time where older women's beauty has been a startling revelation. If we don't recognise it, we, every one of us, deny ourselves a future to look forward to."
* Lonely Lingerie celebrates all women with new spring/summer campaign
* How swimwear got fashionable: NZ labels talk style and fit
* Is Victoria's Secret style on the way out?
Lonely co-founder and designer Helene Morris said the campaign was meant to offer a counterpoint to dominant messages about ageing.
"The beauty and fashion industries are so obsessed with youth, but the reality is we are all ageing, and there are so many wonderful things about growing older," she said.
"So often the primary message around age is intervention, which is a frustrating response to such a natural, inevitable process."
Brewer was a natural fit for the brand, which aims to celebrate women who aren't often seen in mainstream media.
"At Lonely, we feel that it is important to challenge what we see in our media with a more authentic reflection of beauty and hope to grow people's visual vocabulary," Morris said.
For spring summer 2016, the brand released a set of portraits of nine women, including transgender model Aurel Haize Odogbo and plus-size model Paloma Elsesser.