VIDEO: Boux Avenue takes a new creative direction with SS17 campaign

Boux Avenue has launched its latest lingerie and swimwear ad campaign for SS17.

Ahead of the launch last month, Lingerie Insight reported that the new #Impressyourself campaign 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.





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