(Filed Under wholesale Lingerie News). Victoria’s Secret has launched another collaboration with an independent lingerie designer, this time with Bluebella, the sexy and dramatic UK brand.
The move follows the September announcement of a joint venture with L.A. based For Love & Lemons, and the Valentine’s Day collaboration with France’s Livy lingerie. And it reminds one of the recent return to swimwear by VS, where the majority of styles came from outside designers and companies.
While collaborations have always been a part of the Victoria’s Secret strategy, it feels as if “the world’s most famous lingerie brand,” as Victoria’s Secret called itself in the latest press release, now feels a more urgent need to discover exactly which way the wind is blowing by closely watching the sails of some of its more prominent and interesting competitors.
The announcement in early October, noted London based Bluebella “will be available at select Victoria’s Secret stores in the U.S. and at VictoriasSecret.com, as well as select stores in the UK beginning October 11th.”
Founded in 2005 by Emily Bendell, Bluebella states on its website that 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. Bluebella is a lingerie brand with strength and modernity at its heart; designed to redefine sensuality.”
Declared Bendell for the VS announcement, “The Bluebella woman does not see lingerie as a functional or traditionally sexy purchase. She sees it as a fashion crossover style and a personal self-indulgence. No-one should leave gorgeous lingerie languishing in the drawer, waiting for that ‘special occasion’—our highly wearable fashion-led collection can make every day feel just that little bit more exciting.”
The Bluebella section on the VS website lists 40 items which range in price from garter stockings and hold ups for $17, thongs for $24, the Wren Kimono and Trouser Set for $74, up to the Fina Basque at $82.
“Fantasy and reality collide in the rich and seductive collection filled with alluring textures and shapes, curated around a palette with rich and autumnal hues,” enthused the press release. “Bluebella for Victoria’s Secret includes an array of bras, panties, lingerie, sleepwear, and hosiery, and features product details including luxurious velvets, lustrous satins, and delicately embroidered laces.” — NM
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