In the sample studio: a video with Bluebella founder Emily Bendell

British lingerie brand Bluebella released a video from its sample studio on its YouTube channel on 21 October. It features founder and chief executive Emily Bendell. According to the video description, Bendell set out nearly twenty years ago to challenge "what lingerie is supposed to be" and to reimagine what it could become.

Bendell graduated from the University of Oxford and, according to the company, worked in legal journalism before founding the brand. Bluebella sees lingerie as an expression of personal style rather than something reserved for special occasions. Its signature hardware and intricate detailing are typical, and the brand describes its positioning as "accessible luxury".

Bluebella has won several awards, including Lingerie Brand of the Year from trade magazine Drapers (2017, 2018 and 2021) and a King's Award for Enterprise for International Trade in 2024. This October the brand is also showing behind-the-scenes footage on its channel from its current campaign "There's No Place Like Home" with model Sophia Hadjipanteli.