In Pictures: Bluebella recruits Team GB women's rugby team for body positive campaign

Bluebella, the luxury intimates label, has teamed up with Team GB Rugby Sevens players Jasmine Joyce, Celia Quansah and Ellie Boatman on the lingerie brand’s #StrongIsBeautiful campaign ahead of the Paris Olympics. 

Launched in 2005 by Emily Bendell, Bluebella is a British luxury lingerie company, which is stocked in Selfridges and ASOS.

In 2016 the brand teamed up with three GB Olympic athletes on a body confidence campaign called #BeStrongBeBeautiful to "encourage girls to be proud of their bodies and keep playing team sports". Did you know, 64% of secondary schoolgirls drop out of all sports before the age of 16? Many credit their body insecurities as the reason.

This for the eighth year, the #StrongIsBeautiful campaign sees the Team GB athletes posed in body-revealing lingerie for an impromptu training session at Richmond Rugby Club's pitches in south-west London.

Bluebella CEO and Founder, Emily Bendell, said: "We have to change the perception that the strong female form is not ‘feminine’. The idea that strength and femininity do not go together is a really damaging perception for keeping women in sport but also more broadly.

"We are thrilled that these three Team GB Rugby Sevens players are supporting #StrongIsBeautiful and helping to challenge attitudes which are sadly still too prevalent."

Rugby player Ellie Boatman commented: "This Bluebella campaign is about showing girls that sport and fitness can help them feel really empowered, and how they can look muscular and strong, as well as feeling feminine."