Bluebella Lingerie Pop-Up @Boxpark Shoreditch


1 Feb 17

In the week's lead up to Valentine's Day, we've brought in Lingerie brand Bluebella. We caught up with the brand's CEO & Founder, Emily Bendell to get the backstory on the Bluebella brand and what to expect from their upcoming stay here @BOXPARK Shoreditch:


Tell us about who you are and what you do?

I am the Founder & CEO of Bluebella. The story and vision for the brand was simple. Fashion-led luxurious lingerie and nightwear collections made with the highest quality at an affordable price. I 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?

Wow that’s hard! Perhaps Control by Disclosure – its very strong but sexy, full of excitement, with greats beats and something you can dance to!


What can we expect from your stay at BOXPARK?

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 the 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 £1000 shopping spree and pick up a little gift if you post our pop up on social. What’s not to love?

Which piece from your current collection is your favourite?

I just adore the Beatrix collection. The layered mesh creates a graphic sports-luxe look but the cut outs are strongly sensual and provocative. But it also super wearable and there are so many great shapes to choose from.


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’s your top Shoreditch tip?

I love the Happiness Forgets cocktail bar. Great drinks, staff and so dark and cosy. 


What does the future hold for your brand?

Global domination! We have just completed a fundraiser and are now expanding into the US. We recently launched with Nordstrom and iconic NYC store Journelle. Never have American girls needed a brand with Bluebella’s ethos more.


You can catch the Bluebella pop-up in unit 26 of BOXPARK Shoreditch from Tuesday 7th February - Sunday 12 February!