Bluebella has a brand new muse: it is Self-Esteem.
Not the interior self-respect and confidence variety, however the English singer-songwriter-actress, whose actual identify is Rebecca Lucy Taylor. The London-based lingerie model has partnered with the artist for his or her Valentine’s Day marketing campaign, titled “Prioritize Pleasure,” which can be the identify of a Self Esteem tune.
Emily Bendell, founder and CEO of Bluebella, mentioned the model’s partnership with Self Esteem is the proper match.
“We’re big followers of her right here at Bluebella and thought she can be an amazing companion in celebrating unapologetic femininity, physique positivity and pleasure,” Bendell instructed WWD. “We love Self Esteem’s daring feminism, her expertise as a musician, and her genuine journey towards self-love and acceptance.
“And Bluebella and Self Esteem share most of the identical feminist values,” the founder continued. “A part of Bluebella’s mission is to redefine the standard that means behind Valentine’s Day. Valentine’s Day is historically a heteronormative competition that may appear detrimental and unique to many. That goes towards every little thing we imagine in: sensuality as one thing to be owned and never shared that celebrates love in all its splendidly numerous types. For that reason, every year we search to reformulate Valentine’s Day as a competition to have a good time self-love and the numerous and assorted passions that drive us.
Posing for the marketing campaign in fiery purple lace bras and black strappy underwear from the model’s spring 2023 lingerie assortment, Self Esteem echoes the sentiment.
“It appears silly to me that there’s something that may make individuals really feel alone or like no one else,” mentioned the musician.
“I all the time say it is Valentine’s Day each rattling day of the 12 months in my thoughts,” Self Esteem continued.
The singer-songwriter added in a latest Instagram Dwell interview with Bendell that she agreed to do the lingerie marketing campaign as a result of up to now her physique was one thing she was ashamed of.
“I began getting breasts early and was usually [using] a minimizing bra immediately,” she defined. “My complete modus operandi of my being was, like, simply hiding them. And now I see how unhappy that’s.
“Vogue helps me have enjoyable with issues that I was ashamed of or thought have been unsuitable,” Self Esteem continued. “Lingerie used to symbolize a hazard in the way in which I grew up. I had a bizarre relationship with lingerie the place beforehand it was a instrument to assist me shrink and disappear and now it is the exact opposite and now I am having a lot extra enjoyable and loving it and speaking about it fairly a bit on-line. So that is all greater than me simply doing modeling work. This marketing campaign for me is about what my physique is, and I get pleasure from it and I am happy with it and it is stunning or no matter.”
The lingerie model’s Valentine’s Day marketing campaign launches on Monday.
Bluebella was based by Bendell in her bed room in 2005 after the style entrepreneur could not discover lingerie to swimsuit her style.
“I wished to create an empowered, assured, daring, modern, fashion-focused model and product,” Bendell mentioned. “For me, lingerie is the self-expression of particular person type and spirit.”
Since then, the enterprise has grown to incorporate different classes corresponding to hosiery, nightwear, and underwear in addition to outerwear.
“If it is too fairly to cover, why disguise it?” Bendell mentioned final 12 months.
Most not too long ago, Bluebella teamed up with London-based Indian designer Ashish for a limited-edition collaboration. The agency additionally has wholesale alliances with Victoria’s Secret, Revolve, Nordstrom and Selfridges, amongst others, along with its e-commerce retailer. Final fall, Bluebella employed Clara McGregor, the daughter of Ewan McGregor, for his or her Christmas assortment and marketing campaign.