British brand Bluebella has grown from its 2005 launch into a global label stocked in department stores and boutiques, and it remains one of only a handful of third-party brands sold through Victoria's Secret.
Founder Emily Bendell studied Politics, Philosophy and Economics at Oxford and briefly worked in legal journalism before a part-time job in an adult lingerie store planted the idea for the business. She saw cheap, outdated, uncomfortable lingerie on one side and expensive options on the other, and set out to fill that missing middle ground of accessible luxury.
The approach has earned Bluebella Drapers' "Lingerie Brand of the Year" three times. Bras start at $64, and the brand describes itself as founded on the belief that strength and sensuality belong in the everyday, with women often wearing lingerie for themselves as self-expression.
The aesthetic embraces underwear as outerwear: diamanté bras over t-shirts, bodysuits with jeans, robes at the beach, plus decorative straps and curated collections like "Underwear as Outerwear" and "Lingerie Made to Be Seen." The range spans over 200 bra, bottom and garter belt separates, sleepwear, bodysuits, accessories and a small swimwear capsule, defined by bold embroideries, sheer tulles and cut-out details, with a small latex collection and pieces made from beads, diamanté or faux pearls.
Around its 20th anniversary, Bluebella hosted a pop-up in London's Covent Garden and is eyeing potential permanent locations, particularly in the US. Sizing runs XS to XL and 30A to 42E or 40G, with prices from $24 for lace-topped stay-ups to $275 for a gold-chain and clear-bead camisole; most two-piece sets top out around $150. Select nightwear, thongs and eye masks can be monogrammed for $4.95.
Originally reported by LingerieBriefs