— 5 Feb 2020, 14:02 by Renée Alleyne
Tell us about who you are and what you do?
Founded in 2005 by Emily Bendell, the story and vision for the Bluebella brand was simple - fashion-led luxurious lingerie and nightwear collections made with the highest quality at an affordable price. We felt the Instagram generation’s relationship to lingerie had evolved beyond the traditional binary view of lingerie as either functional or sexy yet the market held onto to these old concepts. Our customers see lingerie as a fashion crossover purchase or an intimate self-indulgence. They might style it up as outerwear and they want contemporary, empowered design. We aim to redefine sensuality.
Which song best sums up your brand?
Perhaps Control by Disclosure – its very strong but sexy, full of excitement, with great beats and something you can dance to!
What can we expect from your stay at BOXPARK Shoreditch?
A beautifully curated and accessible lingerie and nightwear experience. Check out our beautiful collections and then we will offer an exclusive 20% off your purchase and deliver direct to your door with free returns. It couldn’t be simpler or more convenient. You’ll also be able to enter an amazing competition to win a £200 Bluebella wardrobe. What’s not to love?
Which piece from your current collection is your favourite?
We love the Rhodes set with its intricate strapping and gold-tone hardware that adds an edge to the design. The bra is great styled as outerwear too!
What’s the best reason to come to Shoreditch for a shopping spree?
February is the season of love so ditch the cliché – the best reason for a Shoreditch spree is self-love! Spoil yourself with beautiful lingerie and nightwear and other Boxpark treats.
What does the future hold for your brand?
World domination! We are doing more than designing beautiful lingerie, our ethos is about empowering women with a strong dialogue and aesthetic to support that, a modern take on sensuality.