For the launch of our latest loungewear collection, #LOdowntime, we worked with some of our favourite female creatives from around the world to create a series of raw, un-retouched un-curated images that embrace laziness and explore different perceptions of downtime. All images featured in our latest campaign were self styled & photographed by each individual. Our LO Downtime collection is the stuff to lounge in whilst celebrating all things comfy and cosy.
UK / Spain
Fact about me: I’m a really active person. I like to do things all the time. ALL the time. So for me laziness means just chill, watch a movie on the sofa, without my phone or laptop. Just lay down and rest the mind. But sometimes you just need those moments. My favourites ones, lay all day in the sun and play with my cats. Cuddle in a cold day with a blanket and binge-watch a silly TV show, or that reality program that somehow makes you feel guilty. We need those LOdowntimes.
Lotta Lavanti aka Lottaliina
Freelance Creative Director
For me downtime is all about being chill and feeling good about myself. A lot of that for me comes from wearing great underwear, when I'm having a bad a day there is nothing like putting on a great set of underwear some nice heels and just dancing my heart out to Cher.
#LOdowntime means making the most out of me time. Whether that's reading, masturbating, or getting dressed up for no reason, it's all about relishing the time I spend alone and celebrating these moments.
There are so many negative connotations to the word ‘Lazy’, but to me, for our generation, it's a rebellious act of caring for yourself because we’re breaking free from systems that taught us to be constantly motivated and consumed."
Ever since I was diagnosed with idiopathic hypersomnia (a sleep disorder kinda similar to narcolepsy) it’s been hard for me to allow myself to fully indulge in “downtime”. I am constantly tired so in order to combat my sleepiness I try to always be doing something. However, our bodies and brains really *do* need downtime! So I’ve learned that I need to allow myself to be lazy & just chill sometimes 😎
Editor of Bricks Magazine
💤Thanks to @lazyoaf for helping me take some #LOdowntime in my new sleepwear 🧖♀️
There are so many negative connotations to the word ‘Lazy’, but to me, for our generation, it's a rebellious act of caring for yourself because we’re breaking free from systems that taught us to be constantly motivated and consumed. As a freelancer and business owner, it’s sometimes difficult to switch off, but I come up with my best ideas after taking a break, holiday or a day off. I have my lazy time at my parents home in Wales, where I feel most at ease and can shut off from my hectic busy schedule.
LO downtime and laziness is 100% about self care for me! There’s nothing in this world I love more than laying around my colorful home reflecting and getting in tune with myself.
Downtime for me is doing whatever I need to do to make myself feel good that day."
Downtime for me is doing whatever I need to do to make myself feel good that day. Sometimes I might lay flat out on the couch for hours, other times I might pick up a paint brush or play dress up with my Monstera. Doing things is what allows me to relax.
For me being lazy and having downtime is all about being silly and messy. At home is when i usually feel the most creative, and it’s a lot of fun.