Kylie Jenner wears Lonely Lingerie

Kylie Jenner wears the Lonely 'Lexi' style in her 2017 calendar. Picture / thekyliejenner.com

Reality star and beauty mogul Kylie Jenner has chosen NZ label Lonely for her 2017 calendar.

Kylie Jenner has released a racy 2017 calendar, photographed wearing a selection of lingerie - including a set from New Zealand brand Lonely.

The Keeping up with the Kardashians reality star and beauty mogul was photographed for the calendar by controversial photographer Terry Richardson, wearing the Lonely 'Lexi' underwire bra and high-waisted briefs for the month of February.

In other shots Kylie is seen posing in underwear with a snake and birthday cake, with lingerie from the likes of Agent Provocateur.

The calendar is part of the new Kylie Jenner Shop, a website and pop-up store in California offering Kylie Lip Kits and other merchandise - think phone cases, underwear, T-shirts, caps, sweatshirts and more. Proving the business savvy of the youngest of the Kardashian klan, much of the product quickly sold out soon after the online store launched on December 10.

Kylie has been teasing the launch of the store and the calendar to her 80.9 million Instagram followers since last month. She gave fans a preview earlier this week on Snapchat (her favourite social media channel of choice), saying, "You guys, I have literally always wanted to do this".

Not all of her fans are impressed with her choice of photographer. Terry Richardson has photographed several high profile stars including Miley Cyrus and Lady Gaga, as well as shooting campaigns for Valentino; but has been accused of sexual harassment and inappropriate behaviour towards models.

WATCH: Behind the Scenes at Kylie Jenner's Calendar Shoot:

Described by co-founder Helene Morris as "for women who wear lingerie as a love letter to themselves", Auckland-based brand Lonely is a Kiwi fashion success story, and has become a favourite with celebrities.

The likes of Gigi Hadid and Kylie's sister Kim Kardashian have recently worn styles from the brand, and in August, Girls actresses Lena Dunham and Jemima Kirke featured in its Lonely Girls Project photographic series.

The project, photographed by Kiwi Zara Mirkin, aims to challenge traditional lingerie advertising.