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🍸 Dare To Bare – Soho 🍑



Written by - Bluebella
This day has been a long time coming! After months of staying indoors with the shutters down, London’s famous bars and restaurants are finally getting some sunshine with the easing of lockdown restrictions in the capital.

Here at Bluebella we wanted to celebrate this day, and in true #fashion form we decided to throw a little surprise catwalk through the heart of the city. Launching our Dare To Bare body positive campaign, strutting in Soho never felt so good!

Bluebella Soho Catwalk - Chinatown

The models were cast from our Instagram, with women from all walks of life joining us in their best lingerie looks to celebrate and to promote body positivity. From a gym manager in Hackney to a mother of two from Buckinghamshire, this diverse group of women strode past famous London landmarks including the Raymond Review Bar, Soho Square and Chinatown.

Bluebella Soho Catwalk - Soho Square

Bluebella CEO Emily Bendell tells us more:

“We thought it was a time to celebrate life and fashion, now that the lockdown restrictions have been relaxed. Our own show was cancelled due to the lockdown and until now we have not been able to stage a physical runway show, so as soon as the 4th July date was announced we wanted to celebrate on the streets of the city we love. We are very much a London brand, constantly inspired by the city around us, and Soho is the creative and vibrant heart of that, and we wanted to celebrate it coming back to life again.”

Bluebella Soho Catwalk - Admiral Duncan

“I agreed to be a part of the catwalk because this brand celebrates all types of body, size, shapes, represents people from every background, race, gender and supports the LGBTQIA community.”
Vikitolia Fulilagi, graphic designer, Brighton

“This was a truly amazing opportunity and also being involved within the celebration of lockdown easing, it really was a no brainer! Plus I get to celebrate with some amazing women and be in stunning lingerie at the same time.”
Lou Mussington, Gym Manager, Hackney, London

We were careful to make sure that our runway show was safe, with models doing their own hair and make-up and remaining a minimum of one metre apart in accordance with the government guidelines. Our models also showed off the stylish Bluebella facemask, all proceeds from the sale of which go to the innovative charity Chayn helping survivors of domestic and sexual abuse.

Bluebella Soho Catwalk - Soho Square

“The catwalk show gave me a boost with feeling confident in my own skin, imperfections and all. After balancing working from home, motherhood and home schooling... I think I have earned the opportunity to celebrate the ease of lockdown by strutting around Soho in my favourite lingerie!”
Amy Lee, mum of two, Aylesbury
Bluebella Soho Catwalk - Rupert Street

“I wanted to do the Bluebella Soho Catwalk Show because I have always been a confident individual, happy in my own skin, and I want to empower all women to feel the same. What better way to do this than in amazing lingerie?”
Alex Langdon-Jones, Biomedical Sciences student, Plymouth

Bluebella Soho Catwalk - Chinatown

There’s so much that we have come to appreciate over the lockdown period – our loved ones and our health being top of that list – but there is also so much we have missed. With the sun shining (sometimes!) and the bars and restaurants of this beautiful city opening their doors, the future is looking bright and exciting once more ☀️

❤️ Thank you so much to our wonderful models Alex, Amy, Lou, Vikitolia, Sharna, Amelia and Chante – we couldn’t have done it without you! ❤️

Follow the guidelines, stay safe and stay positive!
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