Bluebella 2027: US Warehouse, Survey and a Halloween Film

Bluebella 2027 looks like a brand doing its business in the United States and its talking in Britain. The London lingerie label, founded in 2005 by Emily Bendell and still run by her as chief executive, opened a warehouse in Pennsylvania in late August 2025, published a sensuality survey in January 2026, and released a Halloween film by the director Ivana Bobic in October 2026.

A Pennsylvania warehouse for the biggest market

The United States is Bluebella's largest market, and New York and Los Angeles its strongest cities, Drapers reported on October 8, 2025. The new Pennsylvania warehouse cut express delivery to two business days, with standard delivery in three to six. Bendell was frank about the timing: "A US warehouse had always been part of our longer term strategy to expand in such a key market, however, recent tariffs expedited the decision." Holding stock in the US meant duties were charged on cost price rather than retail price, the trade paper explained.

The move came weeks before the brand's 20th anniversary on September 19, 2025. Two decades after Bendell started it, in her words, from her bedroom, Bluebella is a mid-priced British brand with an American customer base. That shapes almost everything it did in the following year.

The Modern Sensuality survey

Bluebella's main marketing tool in 2026 has been research rather than a runway. On January 26, 2026 it launched a Valentine's community campaign with the body activist Charli Howard and the designer Pearl Lowe, alongside a Modern Sensuality survey of more than 1,500 respondents. The report was written with the sex educator Danielle Bezalel and the researchers Dr. Candice Nicole Hargons, Dr. Shemeka Thorpe and Kasey Vigil.

Its headline numbers, as the company published them:

Reason for wearing lingerie	Share of respondents
Self-love, feeling good	34.5%
Confidence, self-esteem	23.0%
Romantic or intimate occasions	17.7%

The survey also found women over 50 to be the most active buyers, with the highest satisfaction ratings. Bendell's line for the campaign was "Lingerie should be a form of self-expression, not performance." The data had a second life: in April 2026 VICE ran a piece on motherhood built on the brand's finding that one in five women say having children changed their sexual pleasure.

Bluebella on screen

The product got its biggest unpaid exposure from television. In the series Off Campus, the character Allie, played by Mika Abdalla, wears the black Gabriella floral bra in a scene with Dean; AOL reported in May 2026 that the style sold out after the show aired. The costume designer, Charlene Akuamoah, used the interview to tell readers to check their band and cup size.

Gabriella sits in a range built on named lace sets, from Soraya and Alara to Marisa, Marseille and Ophelia, alongside open and strappy styles, latex, pearls and harnesses, a DD+ edit, bridal sets, nightwear and swimwear, according to the brand's own site in October 2026. Strappy lace sets remain the house signature.

A Halloween film for the season

The newest piece of work is "No Place Like Home", a short film directed by Ivana Bobic through the production company Riff Raff, published by shots on October 6, 2026. Sophia Hadjipantelli plays a woman who starts the evening at home and is pulled into something more sensual and surreal as the clothes change her. Bobic borrowed the language of horror, shadow and tension, but refused the usual villain. "This lingerie-wearing starlet isn't dangerous, she's just the main character, hosting a party," she told shots. It runs next to a Halloween shop of bodysuits, latex pieces and body jewelry.

Bluebella 2027 in context

None of this is a runway season, and Bluebella does not show one. Its 2027 is being set by logistics and messaging: faster American delivery, a survey that recasts lingerie as something women buy for themselves, and campaigns made with women directors and talent. That lines up with the wider visible-lingerie mood in fashion, where a bralette or harness is meant to be seen. The brand's earlier years, including its Selfridges listing in 2014 and US department store deals by 2018, are on the Bluebella brand page.

The most telling number in the brand's year is not a sales figure, since Bluebella published none. It is the 50-plus age group: the survey's most active buyers, in a category that still markets mostly to women half their age.

Last updated October 28, 2026