15th May 2026
Pride Month 2026:
The Rise of Self-Expression
in Lingerie
Dressing for Yourself: The New Rules of Lingerie, Led by LGBTQ+ Women
15th May 2026
Pride Month 2026:
The Rise of Self-Expression
in Lingerie
The Otherland
Where Anything Goes
The Otherland is a parallel world, a realm that reveals your many personalities. You’re fearless, subversive, and transformative. Think of it as a mirror universe, where you can explore your darkest fantasies and indulge your sensuality for the many versions of you.
From lace to latex, corsets and fishnet styles—we’ve got all you’ll need for this Halloween and beyond.
Dressing for Yourself: The New Rules of Lingerie, Led by LGBTQ+ Women
Self-expression begins with the first layer you put on. More than just a garment, lingerie is a tool for self-celebration and deliberate expression of personal style. Our research reveals how the LGBTQ+ community utilizes lingerie to celebrate their bodies and individuality. Lingerie isn’t something kept behind closed doors; it’s a bold reclamation of identity.
As part of our Modern Sensuality campaign, we surveyed more than 1,500 women around the world on what lingerie means to them, and what shapes their sensuality, sexuality and desire. The findings reveal that more queer women wear lingerie for the purpose of embracing their personal style, compared to heterosexual women.
Bluebella wants to inspire women to embrace their sensuality without judgment. We have a history of amplifying authentic voices and challenging the narrative around intimacy and lingerie and this campaign turns personal experiences into collective knowledge. By sharing these insights, we hope to empower women to celebrate who they are and be unapologetically themselves every day. We empower women to buy beautiful lingerie to please themselves rather than someone else.
Lingerie Shapes Self-Expression And Individuality
Lingerie is no longer something worn for external validation; our research shows the main reason queer women choose to wear intimate apparel is to celebrate themselves. The results show a focus towards self-love and personal style above all for queer women, as they reported much lower scores in wearing lingerie for romantic occasions than heterosexual women.
We discovered that 38% of queer women reported wearing lingerie as an act of self-love, compared to 33% of straight women. While heterosexual women tend to buy lingerie in quarterly cycles, we found that queer women buy lingerie as often as once a month, showing that lingerie is a wardrobe essential, a vital part of their personal style. One survey participant notes,
“I dress more for me now than I ever have done before.”
Provocative lingerie like harness bodysuits, collars and mesh material is designed for women to embrace their power and sensuality. These pieces are made to unlock confidence by embracing style with uncompromising self-assurance.
Lingerie no longer has to stay underneath clothing; it’s a core element of a modern wardrobe. Latex bodysuits can be styled as outerwear for a bold festival look, and lingerie bodysuits can be paired with jeans for a chic, casual style. Whether celebrating at a parade this June or simply wanting to embrace personal flair, lingerie is the bridge between sensuality and self-expression.
The Power Of Texture
And Craft
Lingerie is a powerful tool for celebrating yourself on every level. It starts with the first layer that meets the skin, whether that's a silky lingerie set or a daring red lace bra. One of our key findings revealed that women are investing in high quality, expertly crafted pieces to express their individuality. As one survey participant said,
“I now search for unique, quality pieces with extraordinary design.”
Inner confidence is all about being unapologetically yourself. Our lingerie sets are designed for the wearer to feel their most authentic self in beautifully crafted materials that feel like a second skin. Whether it’s intricate floral embroidery or premium latex crafted to sculpt and contour, all products are designed for bold self-expression, no matter their style.
Dressing To Ignite Your Desire
Sexuality and desire are not something performed or projected, but deeply personal, proudly held and bravely expressed. Wearing lingerie is a way for the individual to tap into their empowered self, and feel truly present within their body. Our research shows that for the LGBTQ+ community, the internal connection with yourself is crucial. Lingerie is a way to embrace personal style and ignite a sense of desire that all starts from within. A survey participant shared,
“I wear it more as a celebration of my sexuality and to show off my sexuality for myself, instead of simply as pleasure for my partner.”
By choosing pieces that make them feel their best, queer women can embrace their sensuality on their own terms. Whether they’re seeking a silky soft satin cami or a strappy harness to layer over a top, dressing for personal desire is all about finding the pieces that make them feel most beautiful.
Lingerie becomes an invitation to explore their own desires on their own terms, proving that the most powerful connection they have is with the person standing in the mirror.
“As I become more of myself, I now prioritise how I truly feel in them.”
A Daily Ritual Of Everyday Empowerment
Self-love and celebrating their body doesn’t end with Pride month; it’s something to practice every single day. For queer women, this can look like investing in and choosing lingerie that best encompasses their own unique style and desire.
Tanisia, a community campaign participant shares,
“As someone who isn't really a man or a woman, I think my sensuality shows best when I let myself feel strong, capable and powerful, but still allow myself to rest and have fun and lower my guard.”
Dressing in lingerie that makes them feel most confident can become a private, everyday ritual of self-celebration and unwavering confidence. Intimate pieces worn just for themselves can act as a kind of secret armor that stays with them throughout the day.
CEO and founder of Bluebella, Emily Bendell, expressed her excitement about the campaign,
“It’s amazing to hear how members of the LGBTQ+ community wear lingerie as a way to express themselves and embrace their personal style. At Bluebella, we aim to redefine sensuality while keeping inclusivity, innovation and exceptional style at our core. Most importantly we have the honor of once again supporting the incredible work of Outright International during Pride Month to help create meaningful change and protect everyone's right to live freely and without fear.”
Throughout June, at no extra cost to you, donate 5% of your order value to Outright International.
*Donation selected and applied at checkout. Ends 11.59 pm (GMT) 30/06/26.