Boux Avenue, the lingerie, swimwear and nightwear brand owned by Theo Paphitis, has announced the launch of a new summer campaign, kicking off with a TV advert which hits screens last night.

The advert, which was shot in South Africa, reflects the typical Boux Avenue style; boasting all things fun and flirty with a touch of glamour.

Through the campaign, which features Olympic level synchronised swimmers, Boux Avenue aims to demonstrate that its bikini styles ensure that wearers stay comfortable and look good in and out of the pool, highlighting its ‘swimwear that fits like lingerie’ statement.

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