Victoria’s Secret To Feature UK Lingerie Label Bluebella

Victoria's Secret Launches UK Lingerie Label Bluebella At The Fifth Avenue Flagship Store With Founder Emily Bendell And Campaign Muse Ali Tate

Victoria’s Secret, a famous lingerie brand, introduces female-founded lingerie label Bluebella. Launching October 4, London-based Bluebella will be available at select Victoria’s Secret stores in the U.S. and online as well as select stores in the UK beginning October 11.

The award-winning lingerie label, founded by Emily Bendell, is designed to inspire the spirited lifestyle. The line celebrates women who want to wear beautiful lingerie for themselves, every day. Bluebella lingerie is confident, stylish and statement-making.

Deeply rooted in the Bluebella ethos is self-love, self-acceptance and championing individuality. That’s the main message behind their fall collection’s compelling #loveyourself campaign which celebrates the brand’s beautiful designs on diverse, empowered women.

“The Bluebella woman does not see lingerie as a functional or traditionally sexy purchase,” said Bendell. “She sees it as a fashion crossover style and a personal self-indulgence. No-one should leave gorgeous lingerie languishing in the drawer, waiting for that ‘special occasion’—our highly wearable fashion-led collection can make every day feel just that little bit more exciting.”

Fantasy and reality collide in the rich and seductive collection filled with alluring textures and shapes, curated around a palette with rich and autumnal hues. Bluebella for Victoria’s Secret includes an array of bras, panties, lingerie, sleepwear, and hosiery, and features product details including luxurious velvets, lustrous satins, and delicately embroidered laces.

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