Bluebella

For a design-led look at an attainable price, it is a popular choice. Bluebella has built its name on detailed, fashion-forward lingerie rather than plain basics, and the brand twice won Drapers' Lingerie Brand of the Year, in 2017 and 2018. If you want pieces with personality without stepping up to the most expensive houses, it sits in a sweet spot.

It has earned solid industry recognition, which is a useful proxy. Beyond its back-to-back Drapers Lingerie Brand of the Year wins, it took Marketing Campaign of the Year at the 2018 UK Lingerie Awards for its Dare To Bare launch. As with any lingerie, fit and finish matter most, so check the size guide and return policy before you order.

Bluebella places real emphasis on size and gender inclusivity in how it designs. Sizing characteristics vary by piece, so the most reliable approach is to measure yourself and follow the brand's own size guide rather than assuming your usual high-street size. If you are between sizes, the guide is the best tie-breaker.

They occupy different tiers. Bluebella is a British label founded in 2005 that aims to deliver a confident, design-led look at more accessible prices, with a strong focus on inclusivity. Higher-end houses tend to sit at a more premium price point, so the choice often comes down to budget and how much you value that exclusivity versus everyday wearability.

Bluebella was founded in 2005 by Emily Bendell, who had studied philosophy, politics and economics at Magdalen College, Oxford and worked as a journalist before starting the company. She famously began with just herself, road-testing the idea through parties for friends and family, taking orders, packing them and answering the phone, before the business scaled up.

Bluebella is headquartered in London and has operations across the UK, US, Australia, France and Italy. Over the years it has been stocked by retailers including Selfridges, ASOS and Figleaves in the UK, and Bloomingdale's, Nordstrom, Revolve and ShopBop after its US expansion.

Yes. In 2019 Bluebella formed a wholesale partnership with Victoria's Secret, with its autumn 2019 collection stocked in selected stores and online. It is a notable milestone for a brand that started with one person packing orders from her bedroom roughly fifteen years earlier.

It has run social campaigns tied to body confidence. In 2016 it worked with three GB Olympic athletes on the #BeStrongBeBeautiful campaign to encourage more schoolgirls into sport, prompted by statistics showing many girls drop out of sport in their teens over body issues. That values-led messaging is part of how the brand positions itself.

Its early trajectory was steep. The business doubled its turnover every twelve months from 2007 to 2010, helped by getting picked up by online retailers and department stores. Founder Emily Bendell has also spoken about overcoming a male-dominated investment scene to secure backing, including being the first company funded by the female investor club Addidi Business Angels.

Treat fashion lingerie gently to protect its detailing. Hand-washing in cool water with a mild detergent and laying pieces flat to dry is the safest route, since heat and tumble-drying can stress delicate fabrics, lace and elastic. Always defer to the care label on each individual piece, as constructions differ across the range.