Home Fashion Kylie Jenner Wears This $74 Bra By New Zealand Label 'Lonely' Kylie Jenner Wears This $74 Bra By New Zealand Label 'Lonely' Kim Kardashian West, Gigi Hadid and Lena Dunham are fans of the brand too. - by Arielle Tsoukatos Jul 2017 Another day, another mirror selfie for social media mogul Kylie Jenner. Except it's not everyday that the 19-year-old wears a design by a local designer. On Sunday Kylie wore New Zealand label Lonely's Lena Softcup Bra Marigold, $76.74; lonelylabel.com. Kylie Jenner on Twitter Fans of the brand are familiar with Lonely's stunning lingerie campaigns which feature unedited images of real women. Lonely has also been worn by Gigi Hadid, Lena Dunham, Jemima Kirke and Kim Kardashian West.