Boux Avenue exhibits Body Language

 Boux Avenue unveiled its final collection Body Language during a glitzy affair at The Ivy Club last night.

The official launch of the brand was attended by Gareth Gates, Liz McClarnon and Duncan Bannatyne.

Guests partied until 12am, browsing the first three collections, sampling canapés and taking advantage of the free bar.

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While details of the first two lines, Vintage Garden Party and Burlesque Boudoir, were released earlier in the day, the occasion was the first time that images of final collection Body Language had been revealed.

The ‘luxury everyday’ collection comes in black, white and nude, with accents of pink and grey, and is made of soft microfiber and cotton.

Boux Avenue staff worked all out to be ready for the event.

Photographer James Stroud said he had been working all hours of the day to produce the campaign imagery, featuring new model Jacqui Ainsley, while Boux Avenue’s creative director had just a weekend to come up with original concepts for themes Boudoir and Vintage.

We also caught up Boux Avenue’s head buyer, who took us through the collections, revealing her favourite pieces, one of which was a bra in an unusual shade of rose pink and, another, Ainsley’s favourite, a beautiful bra in white. The piece had to be sent back twice before it was deemed perfect.

Theo Paphitis was in excellent spirits. He spent the party talking to guests and clutching his iPad, which contained the only images of the Boux Avenue store.

All we can reveal at this point is that it looks impressive, with all the fittings custom made for the brand by company INK.

“It is an expensive shop fit,” Paphitis told Lingerie Insight. “Very little, if anything, is off the shelf. It is about our design and our product, and the fittings are made specially for us.

“The store fit is very impressive from a shopkeeper’s point of view. The shop fit is me and the team understanding how to run a store. Trust me, this is a very flexible store.”

Paphitis also reiterated the importance of the Boux Avenue website, the brand’s ‘main business.’

“We are turning the industry on its head,” Paphitis said. “You have stores which have a website. We have a website which has stores. Our website is our business, but we can do our marketing in various different ways.

“It is very difficult to keep all the extremities of sizes in store, which is the great thing about the website. If you come into a Boux store and say, ‘I need an H,’ and we haven’t got in store, then you take your money now and it will be with you tomorrow morning. You can actually make the purchase immediately and it will be delivered to your home, because it is all integrated.”

Boux Avenue will launch 30 stores in its first year. The online store and first six outlets will open in late March.

They will be based in Bluewater (Kent), Buchanan Galleries (Glasgow), Lakeside (Essex), Meadowhall (Sheffield), St David’s Centre (Cardiff) and the Trafford Centre (Manchester).



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