more schoolgirls into sport and fitness. The company launched the campaign, as statistics showed that more than half of secondary school girls drop out of sport after the age of 13 because of body issues and negative experiences of PE lessons. Windsurfer Bryony Shaw, shooter Amber Hill and Paralympic long-jumper Stefanie Reid did a shoot in Bluebella lingerie and discussed their body confidence issues growing up to try to encourage girls to do more sport and fitness activities. In July 2018, the company formed a swimwear design collaboration with Amber Davies, winner of reality TV series Love Island Series 3 In 2019, they formed a wholesale partnership with Victoria's Secret, with Bluebella's autumn 19 collection being stocked in selected stores and online. For the month of March 2020, the company donated £1 from every purchase to social enterprise Beam.org, to crowdfund job training for homeless women. Recognition and awards Bendell has been invited to receptions at Buckingham Palace and 10 Downing Street. In 2012, she became one of a dozen ambassadors for the government's newly-formed start-up loans company, which provided mentor-supported loans to young people looking to start their own businesses. The scheme, which also involved Dragon's Den investor James Caan, was promoted by Bendell alongside other young entrepreneurs such as James Eder (The Beans Group) and Romy Lewis (Lola's Kitchen). In 2014, Bendell was included in the Management Today "35 under 35" list of the UK's most successful young women entrepreneurs. In 2017 and 2018, Bluebella won Drapers "Lingerie Brand of the Year" award. In 2018, they won Marketing Campaign of the Year at the UK Lingerie Awards 2018 for their "Dare To Bare" campaign launch for September 2017's London Fashion Week, in which 19 non-professional models did an outdoor catwalk show at Oxford Circus. References British brands Fair trade brands Retail companies of the United Kingdom Companies based in the London Borough of Hounslow Cosmetics companies of the United Kingdom Retail companies established in 2005 2005 establishments in the United Kingdom