Bluebella - EU

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Who we are

Founded in 2005 by Emily Bendell, the story and vision for the brand was simple. Fashion-led luxurious lingerie and nightwear collections designed for spirited and style conscious women . Bluebella is a lingerie brand with strength and modernity at its heart; created to redefine sensuality.

Our Founder

“To me lingerie is a personal self-expression of individual style and spirit.  The Bluebella woman does not see lingerie as a functional or traditionally sexy purchase to be ‘dressed up in’ for someone else.  If the thing we wear closest to our skin is for someone else and not ourselves – what does that tell us about our bodies?  I wanted to create a brand and product that was empowered, confident, sassy, contemporary and fashion focused.  We design to make women feel their most fabulous selves!”

Emily Bendell
Founder and CEO


Our multi award-winning team launch four fashion lingerie collections per year, plus lots of beautiful mid-season delights. Our designs reflect a uniquely modern take on lingerie – often using unusual fabrics and trims and creating stunning new silhouettes. All styles are exclusively designed and manufactured to our exacting standards, and ensure that we maintain a truly unique and inspiring collection every season


We take inspiration from the world around us and today’s lifestyle and fashion trends to create collections that are unique and exclusive, and we are proud to be stocked in luxury retailers throughout the UK and internationally.

Our designs often have a provocative edge.  We are endlessly inspired by the allure of the hidden, the mystery of what lies beneath, and the illusion of nudity just waiting to be found.

Our promise is to bring you seductive and affordable lingerie that takes you from day to night time, and everywhere in between.


We are doing more than designing beautiful lingerie, our ethos is about empowering women with a strong dialogue and aesthetic to support that, a modern take on sensuality.


Starring two icons of RuPaul’s Drag Race UK, Tayce and A’Whora, our colourful campaign for Pride 2021 has raised £13,069 for Kaleidoscope Trust (so far!).

Kaleidoscope Trust’s vision is for a safe, free and equal world for LGBT+ people everywhere. We’re proud to support them on their mission for equality and respect for all.

Read more about Kaleidoscope Trust




To every customer who has purchased a Bluebella Face Covering, you’ve helped us raise £6,110 for Chayn (@chaynhq) so far!

100% of profit from our Face Coverings are donated to Chayn, an international support network seeking to stop domestic and sexual abuse.


Witty, charming, and a big time fan of cucumber martinis, Anais Gallagher is more than just a famous surname. Having been signed to a modelling agency since she was eleven years old, she’s featured on the cover of Tatler magazine and walked for Dolce and Gabbana during Milan Fashion Week. Now starring in a campaign for Bluebella, Anais models a selection of key pieces from the Autumn Winter 2020 collection.



£ 4,605 raised
While we are proud to create campaigns that empower women through challenging industry norms, we are mindful that in many cases there are more urgent needs to be met.
This year for International Women’s day we were proud to support the work of Beam in the UK, Rainn in the US and the Women’s Global Empowerment Fund - with a Bluebella donation made of £1, 1€ or $1 for every online sale during the month of March. Thank you to everyone who helped us to make a difference


tHE WORLD'S biggest online fashion show


Bluebella x StyleLikeU

Sensuality Redefined



At Bluebella we believe in self-love,
self-acceptance and celebrating yourself.



We celebrated our love of our city and our unique approach to life, beauty and fashion with a very special catwalk show...



We are proud to be stocked by many of the world’s leading retailers. Find your local stockist here.


We are social and love nothing more than seeing our designs lighting up Instagram on our beautiful and creative customers. Send us your favourite looks or show us how you style your Bluebella at #mybluebella. There is nothing we love more!
We are delighted to now have more than 524k followers on Instagram and 215k on Facebook.

Follow us on Instagram

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Not only do we make you look and feel fabulous, we want to make your shopping experience fabulous too. We take care to make your life that bit easier with quick delivery, free and easy returns and an award winning customer service team to take care of all your needs.

Awards & Recognition

2021: Drapers Awards 2021 - Winner: Lingerie Brand of the Year; Bluebella ranked at No. 2 on the Top 200 Female-Powered Businesses in the UK in a report by J.P. Morgan

2020: Bluebella ranked at No. 28 on the 24th annual Sunday Times Virgin Atlantic Fast Track 100; Ecommerce Awards 2020 - Best Social Media Campaign - The World’s Biggest Online Fashion Show

2019: ECMOD (Direct Commerce) - Best Fashion/Accessories Brand; Ecommerce Awards 2019 - Best Cross Border Marketing Campaign and Best Social Media Campaign

2018: Drapers Awards 2018 - Winner: Lingerie Brand of the Year; Marketing Campaign of the Year - Dare to Bare - Lingerie Insight Awards; ECMOD (Direct Commerce) – Best Womenswear & Accessories; Ecommerce Awards 2018 - Best Social Media Campaign

2017: Drapers Awards 2017 - Winner: Lingerie Brand of the Year

2016: The UK Lingerie Awards – Finalist: Medium Business of the Year & Finalist: Marketing Campaign of the Year

2015: The UK Lingerie Awards - Winner: Boudoir Brand of the Year & Finalist: Independent Directional Brand of the Year

2014: The Lingerie Collective - Best Brand; The UK Lingerie Awards - Finalist: Boudoir Brand of the Year; Management Today - 35 Under 35

2013: Great British Entrepreneur Awards - Small Business of the Year & Most Captivating Entrepreneur

2012: Fast Growth Business Awards - Finalist; Women of Excellence Award - Finalist