BOUX AVENUE SUMMER CAMPAIGN SET TO INSPIRE & EMPOWER

Boux Avenue, the lingerie and swimwear brand owned by Theo Paphitis, has announced that it is soon to be launching its latest summer campaign, marking an exciting and innovative creative direction. Set in LA, the campaign promises to inspire and empower women through movement and dance.

The campaign juxtaposes a mix of both aspirational and urban settings with elegant ballet and contemporary street dance. The mix of styles provide an interesting edge and dimension that haven’t previously been associated with the brand. The underlying message behind the campaign ‘#impressyourself’ encourages women to feel empowered, confident in their own skin and proud of who they are.

Boux Avenue boasts lingerie and swimwear which fits like a second skin, lending itself well to the idea of freedom of movement. The models can be seen dancing through the streets of LA, on rooftops, and other interesting locations wearing the brands new summer range which encapsulates all the key trends for the season.

Sue Dover Marketing Director comments; “We wanted to produce a campaign that not only created an effective platform to showcase the new collection, but also one that our customers could really engage with. The #impressyourself campaign provides that aspirational setting whilst channelling a powerful and inspiring message that we know our customers will relate to. We feel really proud of this campaign and the progress that our brand has made since it began in 2011.”

Boux Avenue’s new swimwear collection introduces an array of fresh styles, including the exciting addition of the one-piece which comes in various different styles. The brand’s hero one-piece, which can also been seen prominently in the campaign is the gorgeous Polynesia, which boasts a chic plunging neck line and eye popping floral print.

A diverse mix of bikini styles compliment an equally varied spectrum of colours. Inspiration has been taken from around the world with Aztec patterns, ethnic inspired prints with rose gold hardware, jungle and ocean inspired designs that create a variety of options to suit all manner of tastes.

The SS17 lingerie collection presents contrasting yet complimentary shades …ANNOUNCES THE LAUNCH OF NEW SUMMER CAMPAIGN SET TO INSPIRE & EMPOWER and textures. The brand continues to incorporate fashion-forward elements including geometric cut-out details and double straps, across bras and briefs. Colour and pattern play a huge role this season with pretty watercolour pastel prints, ditzy daisy embellishments and intricate embroidered roses on black and ivory bralets, bodies and unpadded balconettes. Sharp shades of bright cobalt and raspberry stand out on sports-inspired plunge bras with mesh panels, softened by layers of lace.

Nightwear offers the same breadth of options, with new styles so elegantly wearable that they could be worn as daywear. Relax in the luxe lounge collection and classic boyfriend shirts, kick back in the Blush Floral range of sultry satin chemises and cami sets or opt for the new Jess collection in monochrome black with white panel details, across sports-luxe cami tops and jogger bottoms.

Boux Avenue provides a bespoke in-store bra fitting service, available to all customers to ensure they walk away with the perfect fit and support. With sizes ranging from 6 – 18 and cup sizes available in 28 – 38, A to G, the brand prides itself on having ‘something for everyone.’ The brand also offers a fantastic VIP programme offering customers exclusive access to new collections, promotions and sales.