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Established in 2003 by Helene Morris and Steve Ferguson, Lonely Hearts is a New Zealand-based brand which combines the pair's backgrounds in fashion and graphic design.Steve's street DIY aesthetic is balanced by Helene’s more delicate sensibilities. The pair added a lingerie line, Lonely by Lonely Hearts, in 2009, as a direct response to their long-time fascination with vintage corsetry and underwear.

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