Fifty Shades of Grey lingerie collection launched by BlueBella

British lingerie company BlueBella teamed up with writer E L James to create the official Fifty Shades of Grey lingerie collection taking inspiration from her bestselling novels.

Gift sets feature some of the book’s most memorable catchphrases embroidered into the fabric such as “laters baby” and “You. Are. Mine”.

There’s also baby doll sets, detailed lace button-up briefs and bra and knicker sets with detachable silk satin ties.

The Fifty Shades of Grey collection will be debuted at the Moda Lingerie & Swimwear Show at the NEC Birmingham in August and will then go on sale with items ranging in price from £12 ($19) to £40 ($63).

Emily Bendell, chief executive and founder of BlueBella, said: “The <<Fifty Shades effect>> has benefited our business and the books have played a significant role in shifting perceptions of female sensuality.

“This is core to our vision too, so we feel this is a perfect partnership.”

BlueBella have launched the first collection this summer in the hope it will become a must-have stocking filler at Christmas.

A second collection will hit the shops next summer to coincide with the launch of the anticipated film adaptation.

BlueBella was founded in 2005 by Oxford graduate Emily Bendell, with a mission to inspire female confidence.

Emily Bendell wanted to create seductive fashion lingerie and sensual products, designed by women, for women.