Boux Avenue has announced the launch of its 2016 summer campaign, kicking off with a TV advert that will hit screens today. Showcasing items from the latest collection, the advert was shot in South Africa and reflects the typical Boux Avenue style boasting all things fun and flirty. Featuring Olympic level synchronised swimmers to create an innovative campaign, the ad highlights Boux Avenue’s statement ‘swimwear that fits like lingerie’.
Sue Dover, Marketing and Ecommerce Director at Boux Avenue comments: “We are a fully inclusive brand, so this campaign is aimed at women of all ages and showcases stunning lingerie and swimwear that allows women to choose the perfect fit and style for them. One of the key elements to Boux Avenue’s brand is humour, this advert continues with that spirit by including hints of light hearted humour throughout that’s sure to make people smile.”
Boux Avenue have kicked off the festive season in style with a new Christmas campaign which includes a TV advert as well as branded taxis and buses. Redesigned to raise awareness for Boux Avenue and encapsulating a mix of luxury glamour and flirty humour, the new advert is shown in a combination of 30” and 10” during prime time TV on ITV, ITV2, E!, and E4.
Lingerie, nightwear and swimwear brand, Boux Avenue, officially launched their flagship store in Oxford Street on 4th November, marking sensational growth with 28 stores since it was created in 2011.
Boux Avenue on Oxford Street
The 3,000 sq ft shop promises to have something for everyone with a range of sizes from 28-38A-G (and sizes 6-16). Being their first central London location there was a full day’s activities with a burlesque performance at 1.00pm with Miss Polly Rae and the L’Sheila sisters. The evening saw a star-studded celebrity and press VIP launch party.
Founder and business owner of Boux Avenue, Theo Paphitis, commented: “I feel very proud that we are in a position to be able to bring Boux Avenue to one of the most prestigious High Streets in the world…it’s a real milestone especially for such a young brand but really highlights how far the brand has come in such a short period of time.”
Boux Avenue has announced it will be opening a flagship store on Oxford Street this September/October, which is set to be a key location in the brand’s portfolio. Owned by successful entrepreneur Theo Paphitis, the brand has built a reputation for offering luxurious yet affordable lingerie, swimwear, nightwear and accessories, and by 2016 will have 28 stores in the UK.
Theo Paphitis comments: “I feel very proud that we are in a position to be able to bring Boux Avenue to one of the most prestigious High Streets in the world. Taking our place in the fashion capital on Oxford Street will amplify our position in the market, as well as further cement our status as the ultimate lingerie destination. It’s a real milestone especially for such a young brand but really highlights how far the brand has come in such a short period of time.”
Designed with luxury in mind, Boux Avenue’s new bridal collection features lace balconette bras, high waisted briefs and figure flattering basques with delicate embroidery in luxurious satins. Bras are available in 28-38 A-G in a range of strapless and multiway styles to suit every shape, complementing the chosen dress style.
For the perfect end to the perfect day, Boux Avenue also offers wedding nightwear. Designed to ensure women feel as beautiful in their nightwear as they do in their wedding dress, the collection includes pretty satin and lace chemises, playful babydolls and silky robes.
Following the success of Boux Avenue‘s Christmas TV advert in 2014, the brand has launched their Summer TV campaign set to hit the screens today. The summer advert entitled “Cool Down Stay Hot” has been filmed in South Africa and focuses on the new lingerie and swimwear lines in the run up to the holiday season.
Sue Dover, Marketing and Ecommerce Director at Boux Avenue comments: “The advert is aimed at women of all ages and showcases stunning lingerie and swimwear that allows women to choose the perfect fit and style for them. The advert was shot in beautiful Cape Town, and the incredible beach setting encapsulates luxury and glamour with a touch of fun. One of the key attributes to Boux Avenue’s brand is humour, this advert continues with that spirit by including a flirty, humorous ending to make people smile.”
Boux Avenue’s summer party marked the launch of the brand’s Spring/Summer 2015 collections as well as delighting attendees with the first sneak peek of Autumn/Winter 2015. Press, guests and celebrities were joined by Boux Avenue Owner, Theo Paphitis, at the Haymarket Hotel to discover the bold and romantic collections across Swimwear, Lingerie and Nightwear.
Inspired by classic silhouettes, Boux Avenue’s swimwear reflects the fun and flirtatious nature of summer, led by a brand new range of mix and match staple pieces, exciting prints and a retro chic vibe reflected with the high waist bikini bottom sets.
Coral and monochrome polka dots, cute ditsy floral prints and stylish white broderie anglaise bikinis create a feminine feel, contrasted with iconic nautical navy and white stripes ready to celebrate all body types. In the Lingerie department, romantic vintage inspired styles in soft pastel hues and intricate lace detailing are offset by modern neon colour pop collections.
Slouchy boyfriend nightshirts and oversized tees are joined by a range of silk camisoles, chemise and short sets in vibrant Barbie pink with lace trims, proving that statement nightwear now has a place in all wardrobes.