Bluebella is opening a pop-up shop in London’s Shoreditch in the run-up to Valentine’s Day.
The brand will be showcasing its SS17 collection at Boxpark on Bethnal Green Road from February 7-12.
Bluebella CEO Emily Bendell said: “Valentine’s is our busiest time of the year – so it is the perfect time for a pop-up at Boxpark, which is a magnet for some of the UK’s most exciting fashion brands.
“It is a wonderful opportunity to create our own retail space and meet our customers face to face.”
Tigerlily Taylor, the model daughter of Queen drummer Roger Taylor, is the face of Bluebella and models the collections in new campaign imagery.
Bluebella has been billed as the lingerie brand for the ‘Instagram generation’ and stockists include ASOS, House of Fraser and Urban Outfitters.