The brainchild of Emily Bendell, Bluebella was founded with a simple yet profound vision at its core: to deliver luxurious lingerie, underwear, and nightwear to spirited, fashion-forward women. Our brand champions innovation, inclusivity, and exceptional style above all else, redefining sensuality with every new collection.
“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!”
Founder and CEO
Our award-winning team takes inspiration from modern lifestyles, fashion trends and the world around us. Each collection we launch has a clear purpose and vision behind it, pushing the boundaries of design with unique fabrics, unusual trims and unforgettable new silhouettes. We are proud to be stocked by some of the UK's and world’s most famous retailers, including Selfridges, Victoria’s Secret, Bloomingdales, ASOS and Zalando.
We are endlessly inspired by the allure of the hidden, the mystery of what lies underneath, and the illusion of nudity just waiting to be found. Our mission is to not only create beautiful designs but also to make them affordable and inclusive. We believe everyone should be able to wear Bluebella and feel empowered as they do so.
Feel unapologetically proud wearing our limited-edition sets designed in honour of Pride 2022. We’ve joined forces with the fierce Glamazons of RuPaul’s Drag Race, Brooke Lynn Hytes and Vanessa Vanjie Mateo, to create an unforgettable, rainbow-themed campaign. 10% of the profits from the sales of the collection will go to OutRight Action International, supporting their vital work for LGBTIQ+ people.
When it comes to choosing your everyday underwear, comfort often takes precedence over style. Here at Bluebella, we decided you could have both. Cue in the new Everyday collection, full of comfortable and fashion-forward sets designed with the signature Bluebella edge.
Last Valentine’s Day, #selflove was in the air. To help us bring this campaign to life, we turned to the award-winning spoken word poet and author of ‘Brown Girl Like Me’ Jaspreet Kaur, who captured it for us in the form of a poem. Our heart-shaped sticker has taken social media by storm, and we couldn’t be happier that so many of you chose to embrace self-love with us.
This autumn, we launched a collection of Italian hold-ups, stockings, and tights. Nubian Skin helped us ensure that our hosiery is not only beautiful but also skin-tone inclusive.
Actor, producer and daughter of Ewan McGregor, Clara McGregor was the shining star of our Autumn Winter 2021 campaign.
To launch our limited-edition collection for Pride 2021, we’ve teamed up with the stunning stars of season 2 of RuPaul’s Drag Race, A’Whora and Tayce, who both served us pure lingerie eleganza extravaganza. 10% of the profits from sales was donated to support the vital work of the Kaleidoscope Trust.
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 654k followers on Instagram and 223k on Facebook.
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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.