Bluebella adds swim category to lingerie offer

By

Nigel TAYLOR

Published
February 27, 2024

Luxury lingerie and nightwear brand Bluebella is diving into swimwear as a permanent category ahead of the important summer season.

The company has offered swimwear before but only on a one-off and limited basis and this is its first move to introduce it as a staple category into its wider offer.

It’s a logical commercial move and the launch comes with the brand’s ‘Swimwear, Redefined’ campaign, where Bluebella has applied its design philosophy and craftsmanship to create “a stunning showcase of standout swimsuits and bikinis, in a range of luxurious and recycled fabrics”. 

The range also features complementary accessories, including body chains, belts and more, “to elevate summer ensembles”. 

Bluebella said the versatile collection “seamlessly transitions from the beach to the bar and beyond” with the pieces coming in a bright colour palette alongside classic black. 

Design keys include signature cutout details, tactile textures, modern metalwork, and silhouettes “that celebrate sensuality and empower individuality”. 

That focus on sensuality also helps to tie the collection into he overall Bluebella profile established by its lingerie sets.

CEO and founder Emily Bendell said: “Our customers have repeatedly asked us to venture into swim. We’ve applied some of our most loved signature design details.

“We wanted the collection to look high fashion and luxe, but also really wearable and flattering.” 

The collection is available from Thursday (29 February) on its website and through selected retailers including Victoria’s Secret, Zalando, Simons, Urban Outfitters, Jelmoli and Astarex.