X Factor finalist and I’m a Celebrity winner Stacey Solomon has replaced Jacqui Ainsley as the new face of lingerie company Boux Avenue.
Launched this spring, the company currently has six UK stores, with another three to open before Christmas, in addition to the Boux Avenue website. The seventh store is due to open this autumn at the Metro Centre in Gateshead.
Essex-born Solomon, who is a 32 DD cup, claimed she was ‘so excited’ about becoming the new face of the brand, having already visited the Bluewater store in Kent before getting the call.
She said: “Without any persuasion or anyone telling me to go, it just looked like I should be there!”
On her first trip to the store, Solomon bought 25 pairs of knickers and a Racer Back Bra Converter, £6.
On deciding to model lingerie, Solomon added: “Boux Avenue is a brand which isn’t over the top; it just makes lingerie that is really pretty and girly. I’ve never done lingerie modelling before but when I met with the team I felt it was a really lovely brand with amazing fit and cute colours. It’s going to be fantastic!”
Boux Avenue is the latest major business venture from entrepeneur and star of Dragons’ Den, Theo Paphitis.
On Solomon’s appointment as the brand’s new face, Paphitis said: “Stacey is exactly what Boux Avenue is all about. She’s young, feminine and lively with her own individual style. The brand is luxurious yet affordable and Stacey puts this message across in her own special way.”