Born of the belief that strength and sensuality belong in the everyday, Bluebella has spent nearly two decades reshaping how women experience lingerie. Founded in 2005 by Emily Bendell, the award-winning, woman-founded brand creates bold, modern designs for women who dress for themselves first—confident, self-assured and unapologetically in control of their desires.
From the outset, Bluebella set out to challenge the idea that lingerie exists to be worn for someone else. Instead, the brand positions lingerie as a powerful form of self-expression—a quiet confidence worn beneath it all. This philosophy comes to life in The Pleasure Era, Bluebella’s latest Valentine’s launch, which celebrates the duality of womanhood through collections that balance architectural strapping and dramatic cutouts with delicate embroideries, romantic details and fluid fabrics. Each piece is designed to feel as empowering as it looks, inviting women to embrace sensuality on their own terms.
Rather than following trends, Bluebella has built its identity around intention—thoughtful design, signature detailing and a clear understanding of how women want to feel in their lingerie. The collections are bold yet wearable, sensual yet grounded, created for women who see lingerie as part of their everyday ritual of confidence and self-worth.
Beyond design, Bluebella continues to position itself as a brand deeply invested in conversation and community. This season, the brand launched its Modern Sensuality community campaign, an initiative that explores how women today define sensuality, sexuality and desire. Supported by a global survey with over 1,500 respondents and written in collaboration with leading experts in the field, the campaign reframes sensuality as something personal rather than performative.
The findings reinforce what Bluebella has long believed: lingerie is more than an aesthetic choice. The data reveals a direct link between purchasing lingerie and higher levels of pleasure and sexual satisfaction, both partnered and solo, positioning lingerie as an investment in self-connection and well-being. Women over 50 emerged as some of the most active lingerie shoppers, reporting the highest satisfaction levels, while mothers showed increased purchasing as an act of self-reclamation—a reminder that pleasure evolves, rather than diminishes, with life experience.
The campaign is brought to life by a diverse lineup of women, including body activist and author Charli Howard and fashion icon Pearl Lowe, alongside members of the Bluebella community. By centering real voices and making the full survey results openly accessible, the brand underscores its commitment to education, transparency and long-term cultural impact.
“At Bluebella, we’ve always believed lingerie should be a form of self-expression, not performance,” said Bendell. “By opening up an honest conversation around sensuality and desire, and making the data accessible, we hope to empower women while contributing something meaningful to wider learning and research.”
Today, Bluebella stands as a brand that blends modern sensuality with purpose—creating lingerie that feels intentional, intelligent and deeply personal. With The Pleasure Era, its Modern Sensuality campaign and other initiatives, the brand continues to move the industry forward, proving that lingerie can be both beautifully designed and boldly progressive.
