Boux Avenue teases new brand direction for SS17

Lingerie entrepreneur Theo Paphitis is set to announce details of a creative new brand direction for Boux Avenue later this month.

The founder of Boux Avenue will also discuss new store openings in the next financial year during a press event in London on April 26.

The event will see the launch of the retailer’s SS17 campaign, which promises to “inspire” and “empower” women through the movement of dance.

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Moving away from the pretty/humorous style of previous Boux Avenue campaigns, this latest campaign shot by a new creative team in LA, juxtaposes a mix of both aspirational and urban settings with elegant ballet and contemporary street dance.


The mix of styles provides an interesting edge and dimension that hasn’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.

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.

Marketing director Sue Dover commented: “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 has engaged with creative agency Alpha Century to help deliver the new campaign, with a change in creative direction.

The crew included award winning producer Jason Lehel who has previously worked with U2 and Guns N Roses, choreographer Lisa Eaton who has previously worked with the likes of Katy Perry and Justin Timberlake, and photographer Kate Martin who regularly shoots for Vanity Fair, Grazia and Elle.

The campaign also features Roberta Mancini, who is a professional skydiver, extreme athlete and model who has also been commissioned previously by Roberto Cavalli to base jump in a dress and heels.



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