With a mind to redefine sensuality, Bluebella was conceived in 2005 by founder and CEO Emily Bendell. Described as being a label for the Instagram generation, Bendell looked to produce lingerie that could also be adopted as outerwear. Not necessarily a tool for seduction or strictly functional anymore, the brand’s multi-award-winning designs have a focus on modernity, strength and self-expression.

Unexpected fabrics, innovative new silhouettes, and an accessible price point have set Bluebella apart from day one. Women have fallen in love with briefs with nothing but string detail to the seat, to bras with open cups featuring only a touch of embroidery for modesty. The entirety of the female form is accentuated, like never before – under-curvature replaces décolletage as the focus in many bra silhouettes, hips are highlighted through thoughtfully placed satin straps.

Make your every day a special occasion – no longer for anniversaries or weekend nights alone, Bluebella is the luxurious gift to yourself. Wear under a sheer blouse or hidden so that only you know. Shop THE ICONIC now for a specially selected edit of the brand’s most desirable bras, briefs, bodysuits and nightwear – and with the option of three-hour delivery, you’ll have your new lingerie in time for tonight.