Since the labels inception in 2003 Lonely Hearts has built a reputation of creating a look that is imaginative, chic, distinct, and above all else wearable.

The fact that Helene Morris & Aimee Macfarlane’s exposure to popular culture was while being raised in the eighties in ‘small town New Zealand’, or perhaps teenage pre-occupation with fashion that made them seem like rebellious outsiders to their peers are reasons for each collection being a somewhat eclectic mix of ideas and concepts. 

Now with the Auckland as their adopted home, Helene & Aimee continue to challenge traditional ideas and concepts in fashion through their collections, turning out designs that are soft and feminine one day, brooding and dark the next.