Award-winning lingerie brand Bluebella announces the launch of its new community campaign, a bold and intelligent exploration of what female sexuality and desire mean today.
At its core, Bluebella wants to inspire women to embrace their sensuality without judgement. This campaign turns personal experiences into collective knowledge, addressing gaps in public understanding around female sensuality, sexuality and desire. By sharing these insights, we hope to empower women to celebrate who they are and be unapologetically themselves.
There are two ways women can take part: a casting call where customers and community members are invited to feature in their Valentine’s campaign, and share their own perspectives. Or, a pioneering global survey exploring how women define and experience sensuality, sexuality and desire in their own lives.
Bluebella has a history of amplifying authentic voices and challenging the narrative around intimacy and lingerie. This campaign takes the conversation further, reframing sensuality, sexuality and desire not as something performed or projected, but deeply personal, proudly held and bravely expressed. Findings from the survey and community casting will live beyond the campaign itself, with all results published as Open Access, ensuring teachers, students and the wider community can engage.
CEO and founder, Emily Bendell, said:
At Bluebella, we have always believed lingerie should be a form of self-expression, not performance. With this campaign, we want to open up an intelligent and honest conversation around sensuality, sexuality and desire, one that moves away from the male gaze and celebrates how women define these experiences for themselves. By centring women’s voices and making the data openly accessible, we hope to create a resource that not only empowers our community but also supports wider learning and research for years to come.”
The brand has partnered with leading experts in the field, including sex educator Danielle Bezalel, Dr. Candice Nicole Hargons, Dr. Shemeka Thorpe and Kasey Vigil. The full campaign, including survey findings and community stories, will launch in January 2026 ahead of Valentine’s Day.
For more information visit www.bluebella.com/modern-sensuality to apply for the community casting or participate in the survey to share your views on sensuality, sexuality and desire. Open from 12pm, Friday, 10th – 11.59pm, Sunday, 19th October.
images from Bluebella’s AW2025 collection.
