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The brainchild of Emily Bendell, Bluebella was founded with a simple yet profound vision at its core: to deliver luxurious lingerie, underwear, and nightwear to spirited, fashion-forward women. Her brand champions innovation, inclusivity, and exceptional style above all else, redefining sensuality with every new collection.

To me lingerie is a personal self-expression of individual style and spirit.  The Bluebella woman does not see lingerie as a functional or traditionally sexy purchase to be ‘dressed up in’ for someone else.  If the thing we wear closest to our skin is for someone else and not ourselves – what does that tell us about our bodies?  I wanted to create a brand and product that was empowered, confident, sassy, contemporary and fashion focused.  We design to make women feel their most fabulous selves!” 

Emily Bendell
Founder and CEO

The stockists at Bluebella are endlessly inspired by the allure of the hidden, the mystery of what lies underneath, and the illusion of nudity just waiting to be found. Their mission is to not only create beautiful designs but also to make them affordable and inclusive. Everyone should be able to wear Bluebella and feel empowered as they do so.



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