Bluebella has a latest muse: it’s Self Esteem. 

Not the inner self-respect and confidence kind, however the English singer, songwriter and actress, whose real name is Rebecca Lucy Taylor. The London-based lingerie brand has teamed up with the artist for its Valentine’s Day campaign, entitled “Prioritise Pleasure,” which also happens to be the name of a Self Esteem song. 

Emily Bendell, founder and chief executive officer of Bluebella, said the brand’s partnership with Self Esteem is the right union. 

“We’re big fans of her here at Bluebella and thought she could be an ideal partner to have fun unapologetic femininity, body positivity and pleasure,” Bendell told WWD. “We love Self Esteem’s daring feminism, her talent as a musician and her authentic journey toward self love and acceptance.

“And Bluebella and Self Esteem share numerous the identical feminist values,” the founder continued. “A part of Bluebella’s mission is to redefine the traditional meaning behind Valentine’s Day. Valentine’s is traditionally very much a heteronormative festival that may feel negative and exclusionary to so many. That’s counter to every part we consider in: sensuality as something owned not shared and celebrating love in all its splendidly diverse forms. So, every year we seek to reframe Valentine’s as a festival to have fun self-love and the numerous and varied passions that drive us.”

Self Esteem — who poses for the campaign in fiery red lace bras and strappy black underthings from the brand’s spring 2023 lingerie collection — echoes the sentiment. 

“It seems silly to me that there’s anything that could make people feel alone or not like anyone else,” the musician said. 

“I all the time say it’s Valentine’s Day every bloody day of the 12 months in my mind,” Self Esteem continued.  

The singer-songwriter added in a recent Instagram Live interview with Bendell that she agreed to do the lingerie campaign because previously her body was something she was ashamed of. 

“I got boobs early and customarily I used to be [using] a minimizer bra immediately,” she explained. “My whole MO of my being was, like, just hide them. And I see now how sad that’s. 

“Fashion helps me rejoice with the things that I’ve previously been ashamed of, or thought weren’t right,” Self Esteem continued. “Lingerie before represented danger in the best way I kind of grew up. I had a weird relationship with lingerie where previously it was a tool to assist me shrink and disappear and now it’s quite the other and now I’m having so way more fun and I find it irresistible and I discuss it online quite a bit. So all of this is larger than me just doing a modeling job. This campaign to me is about, that is what my body is, and I’m having fun with it and I’m happy with it and it’s gorgeous or whatever.”

The lingerie brand’s Valentine’s Day campaign launches on Monday.

Bluebella was founded by Bendell out of her bedroom in 2005 after the fashion entrepreneur couldn’t find any lingerie that suited her taste. 

“I desired to create a brand and product that was empowered, confident, sassy, contemporary and fashion-focused,” Bendell said. “To me, lingerie is self-expression of individual style and spirit.”

The business has since grown to incorporate other categories, comparable to hosiery, sleepwear and innerwear-as-outerwear apparel. 

“If it’s too pretty to cover, why hide it?” Bendell said last 12 months.  

Most recently, Bluebella partnered with the London-based Indian designer Ashish for a limited-edition collaboration. The firm also has wholesale partnerships with Victoria’s Secret, Revolve, Nordstrom and Selfridges, amongst others, along with its e-commerce shop. Last fall, Bluebella solid Clara McGregor, Ewan McGregor’s daughter, for its holiday collection and campaign.