Lingerie brand joins forces with the up-and-coming Queer singer in a new campaign
New York, NY. June 1st, 2023 — Bluebella is thrilled to announce the launch of its new campaign in celebration of Pride, featuring Queer British singer girli. The bold campaign, which celebrates the LGBTQIA+ community and self-expression, is an organic continuation of Bluebella’s unwavering commitment to inclusivity and diversity.
The colorful collection includes Bluebella’s bestselling styles, such as the Rafaela, Colette, or Irena, reimagined in vibrant new hues inspired by the rainbow flag. The sets are not only designed to help everyone feel empowered while celebrating Pride month but also to brighten up any fashion-forward lingerie collection.
“girli is the perfect person to front our Pride campaign. She is beautifully outspoken in her life and music about sexuality and feminism, plus she is frank and feisty… just how we love our campaign stars!” says Emily Bendell, Bluebella’s CEO. “We’re honored to have Milly share her personal journey with us and delighted to see her looking so amazing in the Bluebella Pride Collection.“
In the last few years, girli (real name Amelia Toomey) has taken the music scene by storm with her unique and unapologetic approach to pop-punk sound that grabbed the attention of publications such as Vogue, i-D, Dazed, and Wonderland. girli’s outspoken persona and rebellious attitude have gained her a loyal and passionate following made up of LGBTQIA+ youth and politically-active followers.
“I am honored to work with Bluebella on this campaign,” says girli. “It’s important to celebrate Pride Month and support the community in any way we can. I’m thrilled to be part of a campaign that celebrates inclusivity and diversity.”
Similarly to its previous Pride campaigns, Bluebella will donate 10% of profits from the collection sales to OutRight Action International, a human rights organization supporting LGBTQIA+ people around the world.
Elise Colomer-Cheadle, Director of Development at OutRight Action International, comments on behalf of the organization, “Future-focused companies understand the importance of maintaining a strong commitment to supporting human rights for LGBTQ people – one that benefits employees, consumers, and communities alike. That is why Outright International is partnering with Bluebella for a second consecutive year. By leveraging its platform and brand, Bluebella continues to elevate Outright’s work advocating for the human rights of LGBTIQ communities around the world. Through our collaboration, Bluebella extends the reach of Outright’s mission, giving a voice to the voiceless by amplifying the issues impacting LGBTIQ people globally. At a time where anti-LGBTIQ movements are mobilizing, we remain deeply grateful to call Bluebella our ally and partner.”
The campaign is set to launch on the 1st of June, just in time for Pride month. Bluebella and girli will be sharing the campaign across their social media channels, and the brand will also be hosting a series of events and giveaways to celebrate Pride Month.
For more information about the Bluebella Pride campaign featuring girli, please visit the Bluebella website.
About Bluebella
Bluebella is a lingerie, underwear and nightwear brand that redefines sensuality while keeping inclusivity, innovation and exceptional style at its core. The brand empowers people to buy beautiful lingerie to please themselves rather than someone else. Bluebella has now been recognised three times as the Lingerie Brand of the Year at the Drapers Awards.
About OutRight Action International
OutRight Action International works at global, regional, and national levels to eradicate the persecution, inequality, and violence faced by lesbian, gay, bisexual, transgender, intersex, and queer (LGBTIQ) people around the world. With staff in over 12 countries and headquarters in New York, OutRight builds the capacity of LGBTIQ movements, documents human rights violations, advocates for inclusion and equality, and holds leaders accountable for protecting the rights of LGBTIQ people everywhere. OutRight was founded in 1990 and has recognized consultative status at the United Nations.
BLUEBELLA
Website: www.bluebella.us
