Lingerie company Bluebella had never done a licensing deal before deciding to make a pitch for Fifty Shades of Grey lingerie. They got the license and created two lines:
- The F&F featuring soft pinks and silk trims for the mainstream play on the conventional love story part of the plot;
- The bondage-inspired Black Label line pick up on the story’s kinky side.
Both collections have sold like wildfire and inspired thoughts of a third line in time for Christmas.