Bluebella launches at Victoria's Secret in US, UK

By

Sandra Halliday

Published
Oct 7, 2019

UK-based lingerie label Bluebella has just launched with Victoria’s Secret with the label now available at select Victoria's Secret stores in the US and on its webstore. It will also launch at some of the UK stores on October 11.

The two are selling a number of exclusive pieces dubbed Bluebella for Victoria’s Secret.

It’s a big move for the UK firm with the American retailer being one of the biggest lingerie sellers globally, despite its much publicised recent challenges.

Bluebella itself is a label rooted in the idea that women aren’t wearing attractive lingerie for men but “celebrating women who want to wear beautiful lingerie for themselves, every day,” although there’s no denying that it fits into the traditionally ‘sexy’ lingerie category.

But its slightly different positioning puts it into a group, also typified by Australian label Honey Birdette, that’s more female-focused.

Its current campaign is built around the #loveyourself hashtag and features the brand's designs “on diverse, empowered women.”

“The Bluebella woman does not see lingerie as a functional or traditionally sexy purchase,” said founder Emily Bendell. “She sees it as a fashion crossover style and a personal self-indulgence.”