Bluebella body goes viral in Japan

Bluebella has successfully launched in Japan after popular styles from its boudoir nightwear collection went viral.

One item from the collection, the Unwrap Me Body Bow, sold out within hours after it began trending on social media.

Japanese fans of Bluebella lingerie created anime-style cartoon versions of the Body Bow and posted them on Twitter with the hashtag #UnwrapMe.

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Within hours of the hashtag trending in Japan, thousands of the Unwrap Me Body Bow were sold and the story was picked up by the Japanese media.

Japanese retailer Buyma was forced to order more stock of the £16 satin lingerie bows, which are available in red or black satin.

Bluebella CEO Emily Bendell said: “The response in Japan to our lingerie has been sensational. We were approached by a retailer to sell there but we hadn’t planned a big launch for that country yet, so we didn’t put any marketing spend into it, but within a week we were sold out of the Body Bow and we were having to quickly re-stock.

"The first I saw of it was when we started to get lots of tweets mentioning us from Japan and we soon realised that we were trending on social media over there.

“It’s really put us on the map in Japan and we have had several enquiries from large department stores interested in Bluebella Lingerie and Nightwear. Our recent success at trade shows in London and Paris, shows the international appeal of the brand."

Bluebella was named the 2015 UK Lingerie Award’s Boudoir Brand of the Year in January.

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