86% matchDora Larsen
Colour-blocked British lingerie, less strappy/sheer
What changes: Brighter minimal colour play vs strappy fashion-led sheerness
Brand profile
Bluebella
British lingerie label known for strappy, fashion-led bras, bodysuits and nightwear at accessible-luxury prices.
LondonOrigin
WomenswearFocus
Minimalist / ContemporaryStyle
$$Price
4 brands like Bluebella like Dora Larsen, Love Stories, Fruity Booty →
What to know about Bluebella
Strappy design at high-street prices
The range centres on strappy bras, bodysuits, harnesses and slip dresses in mesh, satin and embroidery, priced in the low-to-mid tier rather than luxury lingerie.
Built online, sold everywhere
Founded in 2005 with a direct-sales model, it moved online and now sells direct plus through ASOS, Selfridges, Nordstrom and Victoria's Secret.
2024 brought retail and recognition
A four-month pop-up at 22 Floral Street in Covent Garden opened in November 2024, the brand's first physical space, alongside a King's Award for International Trade.
If you like Bluebella
86% match
82% matchLove Stories
Mix-and-match bralettes with playful print sleepwear
What changes: Softer, sportier casual comfort rather than seductive detailing
72% matchFruity Booty
Younger London indie take, limited deadstock drops
What changes: Small-batch sustainability focus and swim/RTW extension
66% matchCOU COU
London lingerie in cotton pointelle, not mesh and satin
What changes: Nostalgic natural-fibre basics instead of strappy fashion pieces
Brand facts
Bluebella is a London lingerie and nightwear label founded in 2005 by Emily Bendell, an Oxford PPE graduate who began with a direct-sales model before moving online. It designs strappy bras, bodysuits, harnesses and slip dresses in mesh, satin and embroidery at accessible price points, sold direct-to-consumer and through ASOS, Selfridges, Nordstrom and Victoria's Secret. The brand opened its first physical space, a four-month pop-up at 22 Floral Street in Covent Garden, in November 2024, and won a King's Award for Enterprise for International Trade the same year.
- Founded
- 2005
- Origin
- London, United Kingdom
- Made in
- Asia, Europe
- Price
- $$
- Focus
- Womenswear
- Facts checked
- August 2026
- Styles
- Minimalist / Contemporary, Y2K