Bluebella: Sensual Lingerie for the Modern Woman
By ESTELLE PULESTON
I’ve been a fan of British brand Bluebella since discovering its Fifty Shades of Grey collaboration back in 2013, and it has been impressive seeing the label grow into what it is now: beautiful, directional lingerie that’s sold in department stores and boutiques all over the world, not to mention being one of only a handful of third-party brands sold via Victoria’s Secret.
Founder Emily Bendell, who launched the business in 2005, had an unconventional route into the lingerie industry: she’d studied Politics, Philosophy and Economics at Oxford University before starting a brief career in legal journalism, but it was her part-time job in an adult lingerie store while studying that sowed the seed for what would eventually become Bluebella.
Not because she loved what she had been selling in that store – quite the opposite in fact! The lingerie there looked cheap, outdated and uncomfortable, while the much nicer stuff elsewhere was very expensive. With Bluebella, Bendell aimed to fill what she felt was a missing middle ground of accessible luxury.
Testament to how perfectly she managed to capture that sweet spot is the fact that Bluebella has won Drapers’ “Lingerie Brand of the Year” award not once but three times. Today, the brand offers bras from as low as $64 which feel sensual, stylish and elevated, rather than ‘sexy’ in a gaudy way.
Bluebella was “founded on the belief that strength and sensuality belong in the everyday”, and the understanding that modern women are more often than not wearing fabulous lingerie purely for themselves, as a form of self-expression and personal style.
Sometimes that means choosing beautiful underpinnings even though no one else will see them, and other times it means wearing those underpinning specifically to be seen; a diamanté bra layered over a t-shirt, a bodysuit worn with jeans, a robe worn at the beach… The idea of incorporating lingerie into your look is a key part of the brand aesthetic, with many bras featuring decorative straps, and curated “Underwear as Outerwear” and “Lingerie Made to Be Seen” collections available to browse on the website for inspiration.
The Bluebella collection is extensive; at the time of writing, there are well over 200 bra, bottom and garter belt separates on the site alongside sleepwear, bodysuits, accessories and a small swimwear capsule. It’s very much a fashion brand, not a functional one, with a signature look that revolves around bold embroideries, sheer tulles and cut-out details. There’s a small latex collection, lingerie made from sparkling beads, diamanté gems or faux pearls, and numerous ouvert bra options.
Around the time of its 20th anniversary, Bluebella ventured into brick-and-mortar retail by hosting a pop-up in London’s Covent Garden. And it seems more opportunities to shop directly in store could be on the horizon as the brand eyes up potential permanent locations, particularly in the US.
Bluebella lingerie is available from size XS to XL and bra sizes 30A to 42E or 40G. Prices range from $24 for a pair of lace-topped stay-ups to, at the highest, $275 for a cropped camisole made from a lattice of gold chain and clear beads. For the most part though, a 2-piece bra set will set you back around $150 at most, and many much less. Selected nightwear pieces, thongs and eye masks can be personalized with embroidered monogramming for a small $4.95 fee.
Contact information:
Website: https://www.bluebella.us/
Instagram: @bluebella
Email: trade@bluebella.com (wholesale enquiries)
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