Bluebella

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.