Bluebella Launches Debut Luxury Swimwear Line

The lingerie brand’s latest collection is available for purchase through major retailers, including Victoria’s Secret and Urban Outfitters.
Bluebella swimwear

Bluebella swimwear.

Award-winning lingerie and nightwear brand Bluebella is answering fan demands and venturing into the swimwear world. Today, the London-based company launched its highly-anticipated luxurious, high-quality line of bikinis and one-pieces, in addition to gorgeous and complementary accessories to tie together any beach or poolside look.

The collection is especially exciting because it will not only be available online at

, but also in popular retailers like Victoria’s Secret, Zalando, Simons, Urban Outfitters and Jelmoli, starting today, Feb. 29.

“My love of lingerie is only rivaled by my love of swimwear, so this transition from lingerie has felt like a natural evolution and has been an exciting journey for the whole team at Bluebella,” CEO and founder Emily Bendell, who created the brand in 2005, says. “Our customers have shown such a positive response to the collection, and we cannot wait to see how they style each piece.”

The versatile and innovative new collection, featuring signature cut-outs, tactile textures, modern hardware details and flattering silhouettes, is meant to easily transition from the pool to the bar.

Below are four of our favorite drops from the breathtaking brand new collection.

Lucerne Plunge Swimsuit Red, $135 (

A red hot plunging one-piece is the key to standing out and serving “it girl” energy no matter where you are.

Orta Triangle Bikini Top, $74 and Orta Tie-Side Bikini Brief, $59 in Orange, (

This gorgeous orange set is the perfect head-turning classic bikini for your next tropical vacation. We just can’t get over the stunning gold chain details.

Lucerne Bandeau Bikini Top, $74 and Lucerne Brazilian Bikini Brief, $59 in Pink (

Looks like the Barbiecore aesthetic is sticking around for spring and summer 2024.

Lucerne Plunge Bikini Top, $74 and Lucerne High-Waist Bikini Brief, $59 in Black (

A timeless black bikini with an ultra-flattering top and moderate coverage bottoms? It‘s the two-piece of our dreams.

Shop the whole Blubella swimwear launch


, and the brand’s full collection at


Ananya Panchal


Ananya Panchal is a NYC-based Lifestyle & Trending News writer at SI Swimsuit. Before joining the Swim team, the Boston University Alum worked for culture & entertainment beats at Bustle, The San Francisco Chronicle and the TODAY Show. When Ananya is not writing or doom-scrolling on social media, she can be found playing sudoku, rewatching One Tree Hill or trying new restaurants. She's also a coffee and chocolate (separately) enthusiast.